Purple Cow

Seth Godin
Here’s the entire text of a full-page ad from a recent Wall
Street Journal:
Introducing KPMG Consulting’s New Name
and Era of Empowerment
We have done more than just change our name. We
have chartered a new beginning. An era of empowerment.
Which positions BearingPoint-formerly KPMG
Consulting-ready to assume the lead as the world’s
most influential and respected business advisor and
systems integrator. But while we have changed our
name to BearingPoint, what we have not changed is
our mindset-the desire to get it done. And get it
done right. Our goal is to be on everyone’s list. At
the top, of course. We will accomplish that goal the
same way we have operated for over 100 years. One on
One. With practical know-how. With passion.
Delivering to our present and future clients more
than just consulting. By helping our clients align
their business and systems to achieve their desired
goals. Providing the right information to empower
their business. Because the right information brings
knowledge. And knowledge is power. Sharing it is
empowerment.
A committee wrote this ad. A committee approved it.
No one will remember it; no one will point it out to a colleague.
Advertising doesn’t have to be this bad. It could be
remarkable. It could help spread the word about a remarkable
product.
Just because it’s an ad doesn’t mean it can’t be remarkable.
If the goal of the advertiser was to create a measurable
impact – to create ads that actually got people to sit up,
take notice, and tell their colleagues – the ads would be a
lot better than they are today. But even that wouldn’t be
enough.
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