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Seth Godin your customers, the more you need the Purple Cow. Halfmeasures will fail. Overhauling the product with dramatic improvements in things the right customers care about, on the other hand, can have a huge payoff. 78
In Search of Otaku Purple Cow The Japanese have invented some truly useful words. One of them is otaku. Otaku describes something that’s more than a hobby but a little less than an obsession. Otaku is the overwhelming desire that gets someone to drive across town to try a new ramen-noodle shop that got a great review. Otaku is the desire to find out everything about Lionel’s new digital locomotive – and to tell your fellow hobbyists about it. People read Fast Company because they have an otaku about business. They visit trade shows to stay on the cutting edge – not just to help their company survive, but because they like that edge. Otaku, it turns out, is at the heart of the Purple Cow phenomenon. As we saw earlier, your company can’t thrive just by fulfilling basic needs. You must somehow connect with passionate early adopters and get those adopters to spread the word through the curve. And that’s where otaku comes in. Consumers with otaku are the sneezers you seek. They’re the ones who will take the time to learn about your product, take the risk to try your product, and take their friends’ time to tell them about it. The flash of insight is that some markets have more otaku-stricken consumers than others. The task of the remarkable marketer is to identify these markets and focus on them to the exclusion of lesser markets – regardless of relative size. There’s a healthy vein of hot-sauce otaku in the United States, for example. Chili-heads in search of ever hotter elixirs, the biggest possible burn, have made the production of these insane sauces into a real business. Examples Dave’s Insanity, Blair’s After Death Hot Sauce, Mad Dog 357, Pain 100%, Mad Dog Inferno, Boar’s Breath, Sweet Mama Jamma’s Mojo Juice, Melinda’s XXXX, Mad Cat, Lost in 79
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Purple Cow Transform Your Business
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This is a work of fiction. Names, c
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Contents NOT ENOUGH Ps 1 THE NEW P
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Contents IN SEARCH OF OTAKU 79 CASE
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“Tastes like chicken” isn’t a
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Seth Godin Marketing isn’t guaran
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Seth Godin This is a book about why
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Seth Godin In Crossing the Chasm, G
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Seth Godin Why You Need the Purple
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Seth Godin already solved their yog
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Seth Godin ignite in markets that a
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Seth Godin As the brand was built,
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Seth Godin TV commercials are the m
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Seth Godin Consider the Beetle The
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Seth Godin What Works One way to fi
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Seth Godin Here’s the entire text
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Seth Godin The Will and the Way I d
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Seth Godin Is there a significant r
Page 42 and 43: Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
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Page 50 and 51: Seth Godin ad was appropriate for t
Page 52 and 53: Seth Godin Cheating • JetBlue Air
Page 54 and 55: Seth Godin keters can’t buy enoug
Page 56 and 57: Seth Godin The Law of Large Numbers
Page 58 and 59: Seth Godin Case Study: Chip Conley
Page 60 and 61: Seth Godin In a crowded marketplace
Page 62 and 63: Seth Godin justly criticized for be
Page 64 and 65: Seth Godin The lesson is simple - b
Page 66 and 67: Seth Godin This is true not just fo
Page 68 and 69: Seth Godin of Aeron chairs have bee
Page 70 and 71: Seth Godin By targeting the center
Page 72 and 73: Seth Godin Case Study: The Best Bak
Page 74 and 75: Seth Godin What could you measure
Page 76 and 77: Seth Godin Case Study: A New Kind o
Page 78 and 79: Seth Godin allowed them to grow to
Page 80 and 81: Seth Godin Wall Street and the Cow
Page 82 and 83: Seth Godin The Pearl in the Bottle
Page 84 and 85: The Parody Paradox Seth Godin J. Pe
Page 86 and 87: Seth Godin Seventy-two Pearl Jam Al
Page 88 and 89: Case Study: Curad Seth Godin When C
Page 90 and 91: Seth Godin What would happen if yo
Page 94 and 95: Seth Godin Boiling Lake, Satan’s
Page 96 and 97: Seth Godin Where does your product
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Page 102 and 103: Seth Godin product, and vice versa.
Page 104 and 105: Seth Godin Sell What People Are Buy
Page 106 and 107: Seth Godin The Problem with Comprom
Page 108 and 109: Seth Godin The Magic Cycle of the C
Page 110 and 111: Seth Godin What It Means to Be a Ma
Page 112 and 113: Seth Godin Marketers No Longer: Now
Page 114 and 115: Seth Godin Compare this to the peop
Page 116 and 117: Do You Have to Be Outrageous to Be
Page 118 and 119: Seth Godin But What About the Facto
Page 120 and 121: Seth Godin The Problem with Cheap C
Page 122 and 123: Seth Godin Case Study: What Should
Page 124 and 125: Seth Godin When the Cow Looks for a
Page 126 and 127: Seth Godin Case Study: Tracey the P
Page 128 and 129: Seth Godin Case Study: So Popular,
Page 130 and 131: Seth Godin If, on the other hand, y
Page 132 and 133: Seth Godin If your boss wants focus
Page 134 and 135: Seth Godin Of these top one hundred
Page 136 and 137: Seth Godin Brainstorms While we can
Page 138 and 139: Seth Godin Targeting this niche see
Page 140 and 141: Seth Godin ment of time and money.
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Seth Godin their friends, and Water
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Seth Godin There is actually a cont
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Seth Godin just beautiful on the in
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Seth Godin A quick visit to CDBaby.
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Seth Godin Salt is Not Boring-Eight
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Seth Godin Brand and Company Index
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Seth Godin Krispy Kreme 83, 84 L Le
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Seth Godin What Would Orwell Say A
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More Information Seth Godin To find
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