"In his book Purple Cow: Transform Your Business by Being Remarkable, Seth Godin says that the key to success is to find a way to stand out--to be the purple cow in a field of monochrome Holsteins.

Godin himself may be the best example of how this theory works: The marketing expert is a demigod on the Web, a best-selling author, highly sought after lecturer, successful entrepreneur, respected pundit and high-profile blogger. He is uniquely respected for his understanding of the Internet, and his essays and opinions are widely read and quoted online and off." - Forbes.com

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice.

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last?

Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow.

Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period.

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.

Receive Your Complimentary Book Summary NOW!

"Purple Cow - Free Book Summary"

This summary describes the process of throwing out your old and tired thought patterns, and opening yourself up to creating something truly remarkable and visible, the way a purple cow is in a field of brown cows.

Jingles, slogans and pretty ads aren't good enough. Marketing guru and best-selling author Godin shows how you need to seek out the exceptional and the remarkable to get your brand or product noticed in today's cluttered markets.

You'll also receive Executive Book Alert, which keeps business executives up-to-date on the latest in business thinking. Their editors scour the book lists and catalogs, talk with business book publishers, and network with top business authors, to find the next best business books to summarize. As they do this, they will share the results of their research in this e-Newsletter.

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ABOUT THE AUTHOR
Seth Godin is the worldwide bestselling author of Permission Marketing, Unleashing the Ideavirus, and Survival is not Enough. He is a renowned public speaker, has started several successful companies, and is a contributing editor at Fast Company Magazine.

Read Purple Cow Online

Explore this book by clicking on a section of the cow.

CHAPTER 1:
Marketing the Cow with the Cow

When I was writing Purple Cow, I tried to chronicle how successful marketers are putting idea diffusion to work. The idea is pretty simple--find a small group that cares, give them something remarkable and make it easy to tell their friends (the folks who don't care as much).

In thinking about how to market this book, I took my own advice. The first step was to post my marketing plan online, sort of as a reality check and a self-challenge, all at the same time. This is what I wrote ...

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