I’ve read a great book from Seth Godin : Purple Cow.
In this book, Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth.
Some take-away of this book :
- Every day, consumers ignore a lot of brown cows (if you are on the highway) but you can bet they won’t ignore a purple cow.
- If you were driving down a road and saw a purple cow in a field, would you stop to take a look? Most likely you would, as spotting a purple cow would be pretty rare and unique. In fact, you would probably not notice most of the other cows grazing in the field, as you would be fixated on the purple cow.
- So how does this apply to the business world ? To be a purple cow makes you stand out, and if you have a business or service to offer, potential customers and clients would take notice, and if you are looking for a job, being a purple cow would cause potential employers to take another look. You have to be inherently purple or no one will talk about you.
- In the old days, marketers targeted consumers. Today, the opposite is true. It’s the consumers who choose. They choose whether you are listened to or ignored. So, you need to invest in the Purple Cow. So, you need to develop products, services that the market will actually seek out.
- We have always the choice between distinct and extinct. The only route to healthy grow is a remarkable product.
- It’s not bout being weird. It’s about being irresistible to a tiny group of easily reached people (sneezers =early adopters) who will communicate on this and will convince larger group to adopt the product. Irresitible isn’t the same as ridiculous. Irresistible (for the right niche) is just remarkable.
- “Being safe is risky, and being risky is safe.” And if you’re out there creating something on the edge, someone’s going to hate it. If someone doesn’t really hate your product, it’s mediocre.” And mediocre is where you SO do not want to go.
- A slogan that accurately conveys the essence of your Purple Cow is a script. A script for a sneezer to use when she / he talks to her/his friends. The script guarantees that the word of mouth is passed on properly.
- The leaning tower of Pisa sees 6 millions of visitors every year. The positioning and message are simple and unique. Put a picture on a T-shirt and the message is easily send a received. The purity of the message makes it even more remarkable.
- The power of storytelling shouldn’t be underestimated! I’ve heard it said that great entrepreneurs are also often great storytellers. Both Seth Godin and Brad Sugars told many great Entrepreneurial stories at their recent talks. A good story allows the teller to effectively capture the attention of an audience and leaves a memorable underlying message. Of course, storytelling is nothing new. That’s what probably makes it so powerful. But what makes a great entrepreneurial story?
- Seth Godin believes that a ‘Wow’ product and great story is vital for a business to succeed. However real stories can’t simply be made up, they have to be lived. Only then can the storyteller be passionate and real. To have an great story an entrepreneur most embark on a difficult and challenging business adventure.
Here-below, the first video explains this purple cow concept.
Anther video explaining other strong marketing concepts from Seth.
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