Purple Cow: The Transformation of You PURPLE COW BY SETH GODIN GEORGIA HOLLAND
Jul 18, 2015
Transformation Begins - Agenda
Mini-Bio of Seth Godin
The New P
Why you need the Purple Cow
Rules
Ideaviruses
Why so hard to be Purple
Seth Godin Mini-Bio
Born in Mount Vernon, New York in 1960
Earned his MBA from Stanford Graduate School of Business
Started Seth Godin Industries with 20,000 in 1986
Founded Yoyodyne with Mark Hurst
Has written 17 books
Purple Cow sold over 150,000 copies
The New P – What is the Purple Cow
Brown cow = invisible
Purple cow = WOW!
The why, what, and how of remarkable!
Why You Need the Purple Cow
Bottom line?
1. Everything has been invented that we need.
2. Consumers are too busy to listen to your advertising.
3. People who are happy about something don’t tell their friends about it.
It takes the exceptional to get the attention of the niche sitters.
Rules - Marketing
You Have To Be Willing To Take RISKS!
Marketing Old:
Create Safe, Ordinary Products and Combine Them With Great Marketing.
Marketing New:
Create Remarkable Products That The Right People Seek Out.
Ideaviruses
Ideas that spread
Sneezers are the reason your product spreads
Sneezers often early adopters
A product for everyone is a product for no one
Find the people that have a niche, market to them
Why so hard to be Purple?
No one is liked by everyone
Part of being remarkable is being criticized
Two choices:
Be invisible, uncriticized, and safe or…
Take a chance to be great, unique, and have the Cow
Catch 22
Mass marketing demands mass products. And mass products beg for mass marketing.
This gives way to two things:
Boring products – everything the same
Scary Budgets – takes a lot to market
Compromise?
Why should you have to compromise?
“A camel is a horse designed by a committee.”
Compromise can only diminish your chances at success!
To be remarkable it has to be too…something
Vanilla Ice Cream is Boring! Unremarkable! This is compromise!
However, Jalapeno Pecan Ice cream. That is remarkable!
Otaku
Are you obsessed or just making a living
Learn to project obsession even if you aren’t
We are designers not marketers
This is the heart of purple cow - Otaku
Sneezers you seek have the Otaku for what you’ve designed
Why Not Just Cheap?
Only remarkable item that never runs out of appeal
Lazy way out of the battle for the purple cow
Cheap is what people go to who have run out of ideas