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Purple Cow: Transform Your Business by Being Remarkable

Seth Godin

3.75 · Rating details · 38,025 ratings · 1,098 reviews

The acclaimed Wall Street Journal and Business Week Bestseller.

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 b ...more

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Hardcover, 160 pages

Published May 12th 2003 by Portfolio Hardcover (first published 2003)

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· 38,025 ratings · 1,098 reviews

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Feb 28, 2011 Catherine rated it really liked it

I'm being kind with a 4 star rating. While it's a well written book, and I believe most of what Seth says to be true, I was hoping for a guidebook. Instead, he affirmed what I already knew-marketing isn't as effective as it was 10 years ago, marketing doesn't guarantee you'll get noticed, and all of the normal avenues of marketing are no longer the powerhouses. It's not even print vs. digital. It's the remarkable vs. the unremarkable.

After reading The Dip (also by Seth Godin), I thought this one I'm being kind with a 4 star rating. While it's a well written book, and I believe most of what Seth says to be true, I was hoping for a guidebook. Instead, he affirmed what I already knew-marketing isn't as effective as it was 10 years ago, marketing doesn't guarantee you'll get noticed, and all of the normal avenues of marketing are no longer the powerhouses. It's not even print vs. digital. It's the remarkable vs. the unremarkable.

After reading The Dip (also by Seth Godin), I thought this one would be the perfect follow-up. And it is, but not in the way I expected. The Dip had instructions, steps to take to move forward. Purple Cow has the same direct writing approach, but the instructions were lacking. I understand why. He's saying there is no "right" way or easy answer. If there was an easy answer to success, we'd all be successful. But we know it's not just a lottery, either. You can work towards being successful. His main point, is that humans are overwhelmed with products, choices, and ads. If your company doesn't have something that stands out, you'll get lost in the middle. This is what's happened to me. I provide a great product. But I wasn't the first, I'm not the biggest, the smallest, the cheapest, the most expensive, the easiest, the most difficult, the craziest, the prettiest packaging, the most illusive, the best placement, the fastest, the slowest.....This makes me unremarkable. I'm good, but that doesn't matter. I'm not remarkable. I fall into the wasteland of Google, I'm just another photographer on a page. I can't blame people. They don't want to spend all their time researching the middle. They want someone to tell them what's best, cheapest, etc. I find myself falling into that sometimes as well, though I try to find the people in the middle, because I know what it's like. The quickest answer isn't always going to serve me best, but I admit it saves on time and frustration. And that's what people want.

What I found most helpful about this book is the examples he gives of successful companies, why they became successful, how they've stayed successful and why some of them are no longer successful. He breaks apart the product from the marketing, saying that the marketing is important, but the product is more important. This is good! Who wants to be sold crappy products with great advertising?

Bottom line, if you're in business for yourself, or if you are an influential person in your company, this is a good book to read. Though it's frustrating and isn't full of easy to-do lists, it's probably the best piece of advice I've heard. And I hate Seth for it. Hopefully one day I'll thank him instead.

Favorite Quotes:
"Are you obsessed or just making a living?"
"Let them see that every single industry is feeling the same pain you are."
"Well, if you don't have time to do it right, what makes you think you'll have time to do it over?"
"Cheap is an easy way out of the battle for the Purple Cow."
p.93 "The sad truth, though, is that it may be quite a while before the {cell phone} market generates the attention it did five years ago." This made me laugh out loud, because it was written in 2002, but the smart phone was unforeseen. Wow, if we only knew then....
"So the question you need to ask yourself is this: If only 6 percent of the most valuable brands used the now-obsolete strategy of constantly reminding us about their sort-of-ordinary product, why do you believe this strategy will work for you?"
"Will any business that targets a dying business succeed? Of course not. But...targeting a thriving niche in a slow-moving industry can work-if you're prepared to invest what it takes to be remarkable."
"No one will argue with you if you claim that Wal-Mart is the biggest, most profitable, scariest retailer on earth. So, when Wal-Mart was frantically trying to catch up with Amazon.com, what did they have plastered on a banner in their offices? "You can't out-Amazon Amazon."
"You have to go where the competition is not. The farther the better."

...more

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Jul 28, 2013 Shreerang rated it did not like it

Now I know that making my business a purple cow is important. It's critical. My future and the future of the world depends on it. Nothing matters more. I get it.

Unfortunately, I have no idea how.

And that in a nutshell, is this book's problem. It keeps telling you "be excellent and be memorable" in so many different ways. I could have figured that out myself. Without a step-by-step plan customized to my particular situation that tells me *how* I can be excellent and unique, merely telling me to b ...more

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Dec 11, 2010 Ahmad rated it it was amazing

This book is really a Purple Cow :) !

In a "remarkable" way, Seth sending a message that: if you don't convert your business into a Purple Cow (being Remarkable), most probably you'll not succeed.

He clarifies how the world of business have changed & how marketing of old days doesn't work anymore.

A LOT of good advices with evidence and study cases in this book.

I totally recommend it for people interested in business, sales and marketing.

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May 13, 2013 ReD rated it did not like it

An unremarkable and dated book. A quick read, but I don't feel like I came away from this book with anything.

Let me summerize the book in a few sentences:

MARKETING IS WRONG, ADVERTISEMENTS ARE DYING.
FOR STUFF TO SELL IT HAS TO BE AWESOME.
IF YOUR STUFF IS AWESOME AND IT SELLS DONT SAVE ALL THAT MONEY, SPEND IT ON MAKING SOMETHING MORE AWESOME.
YOU WILL FAIL.
KEEP TRYING.

Which is all fine and dandy, but I'm not entirely sure who the hell this book is supposed to help.

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Mar 11, 2017 Foad Ansari rated it it was ok

با خوندن 30 صفحه از کتاب میفهمی که قضیه چیه و بقیه کتاب تکرار مکررات و مثالها ی متنوعه
به این نتیجه رسیدم که ست گادین مرد نوشته های کوتاه و کتابهای خیلی کوچکه و اگر بخواهد کتابی را عمیق تر وطولانی تر بنویسد حوصله سر بر است
در حد 2 ستاره خوب بود
-----------------
نظر یکی از خوانندگان که واقعا نظرم من هم بود

Now I know that making my business a purple cow is important. It's critical. My future and the future of the world depends on it. Nothing matters more. I get it.

Unfortunately, I have no idea how.

An ...more

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Jul 16, 2013 Aaron Maurer added it

Shelves: 2013

This post started out as a book review for Seth Godin's book Purple Cow, but morphed into something much more. If you have read Purple Cow, then this post will resonate. If you have not read Purple Cow, then read this post and then go read the book.

This book is over 10 years old and yet it still speaks to me on many levels. Like all the other marketing business books I have read this summer I read the material through the lens of education. Instead of worrying about how to make money, I read the This post started out as a book review for Seth Godin's book Purple Cow, but morphed into something much more. If you have read Purple Cow, then this post will resonate. If you have not read Purple Cow, then read this post and then go read the book.

This book is over 10 years old and yet it still speaks to me on many levels. Like all the other marketing business books I have read this summer I read the material through the lens of education. Instead of worrying about how to make money, I read these books to figure out how to appeal to students and improve education.

This book is spot on. The book discusses the markets of companies. I feel that the market for students is no different. Society today has over-saturated the minds of our youth. They have so many outlets, apps, people, communities, etc. pulling for their attention that it is almost beyond absurd. Reading this book about being a purple cow made me think even more about how teachers brand themselves. I hate to say it, but we are in the market of our students. We are fighting for their attention. What will we do as teachers to stand out for their time?

The frustrating thing is how many teachers don't feel this is their obligation. They don't think they should have to appeal to students. It is not their job to entertain or grab their interest. They believe the students should conform to them. I know it is not professional to say, but I want to ask them what planet do they live on? When we were kids we did not conform either. We might not have gotten into trouble, but it was not that long ago that we were young and begging to get out of school. It is our duty to be a game changer. It is what we do. It is our job. Why else would you be in the occupation if not for the kids. You want your own children to have teachers who go above and beyond so make sure you do the same.

Teachers today have to connect with students. We have to be better than very good. As Seth states in the book, "The opposite of remarkable is very good. Very good is an everyday occurrence and hardly worth mentioning." Teachers today have to go above and beyond. Stand out. Make your teaching brand known. Not only do we have to stand out among the buzz of society, but even among the teachers in the building we teach in.

I cannot help but think of several years ago when I was one of four teachers in the district who received a SMARTboard. It was mind blowing to students. Everyone wanted to be part of the action. Teachers wanted one and students were so excited to be part of the journey. Now every classroom has a SMARTboard and nobody cares. Following the leader only leads to very good. You have to create your own niche. The SMARTboard is now a chalkboard of today. Not one kid cares about the technology. What are you doing to separate yourself?

I have typed up my notes to Evernote which you can view here. I have taken the context of the material and tried to rewrite it to fit education. I would love to hear your thoughts and feedback.

Despite the book being a decade old, the material is still fresh. Yes, his examples of the the digital camera no longer work as they have been replaced by smart phones, but the ideas are as strong as ever. We are in an age where we have to stand out. Safety is in the risk taking.

Working on my own teaching and craft this summer I am really trying to brand myself. I want to be "me" aka Coffeechug. I don't want Coffeechug to look like anyone else. Would I love the following of Dave Burgess and #TLAP? Yes, he is everywhere right now. I am learning from him and his community like no other, but I cannot be just another person. I have to apply, adapt, modify, and make things my own. Coffeechug has to be a Purple Cow in education.

Last, in order for this to happen I have to shake things up. Schools need to quit being factory mode learning institutions. I know we have preached that for years, but very little has changed. Desks are still in rows and we still expect students to fill in worksheets perfectly to our standard. Let your uniqueness as a teacher spill over to students. Let them be unique. Let them chart their own path with your guidelines. We are not linear by nature and our classrooms should not either. It is time schools become a Purple Cow and move beyond very good to remarkable.

Thank you Seth Godin for giving me more fuel to my fire to pursue my passion of being a remarkable educator. This is a must read if you have not already read this book. ...more

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Jan 28, 2019 Laura Noggle rated it liked it

Shelves: 2019, business, nonfiction, under-200-pages

~ Marketing 101 ~

Extremely basic, and mostly common sense at this point, Purple Cow was surely more essential when it was first published in 2003. Today, it's a decent reminder to stand out from the crowd, and recommended reading for anyone unfamiliar with marketing, or looking for a refresher.

I've officially drunk the Seth Godin kool-aid: this was my 7th Godin book and definitely not my last. (I liked Tribes, This Is Marketing, and The Big Moo more.) He knows his stuff, and is exceptionally ma ...more

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Jan 01, 2015 Zoubir rated it it was amazing

Shelves: seth-godin, marketing

كالعادة سيث غودن يبدع.
الكتاب يتحدث عن موت التسويق الأعمى (أو القصف العشوائي) اللذي كان يستهدف الجميع عبر الوسائط التقليدية مثل التلفاز, و الذي كانت من خلاله الشركات تحاول صنع منتوجات تعجب الجميع. أصبحنا اليوم (لم يتغيّر الكثير منذ كتابة الكتاب في 2003 سوى ترتيب الشركات حسب قيمتها التي استشهد بها الكاتب) لا نبالي بمشاهدة الاعلانات و لا حتى التلفزيون (مثلا لا أشاهد التلفزيون منذ 11 سنة) , فهي مزعجة و في أغلب الاحيان لا تههمنا, تماما مثل البقرة البنية التي لا نلتفت لنراها, و لكن (كما في عنوان الكتا ...more

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Aug 23, 2007 David Yeo rated it really liked it · review of another edition

Purple Cow tells how the traditional 4-Ps of marketing is lacking to move consumers in current day's media noisy market place. Marketing Guru and author, Seth Godin defines a new ' P ' that stands for 'PURPLE COW'. He coined the term PURPLE COW to mean a product or service having achieve huge differentiation, innovative and scores high on wow factor. On this point, Seth describes that the PURPLE COW will first attract the early adopters who will then take it through into the masses. He reasons t ...more

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Aug 25, 2018 Azita Rassi rated it really liked it

A very interesting book, but what was more interesting to me was the fact that I was enjoying listening to a marketing book of all things. If you had told me a few years go that I’d actively seek audiobooks on marketing, I’d have thought poorly of your divination skills :-)

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Jul 07, 2013 Zacharia Lorenz rated it really liked it

This is the first book I've read by Seth Godin and, I must say, I'm definitely eager to read more.

As an advocate of inbound marketing, I was thoroughly impressed by Godin's observations of the direction that marketing was heading in 2003. He knew that more and more people were demanding transparency, that they no longer listened the outbound advertising strategies that dominated marketing budgets in the second half of the twentieth century. Ten years ago, Godin's understanding was leap and bound ...more

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Feb 15, 2018 The Duke rated it really liked it

In a field of black and white, be the purple cow. Either your business is remarkable or it dies. You need to be bold and take risks in order to stand out. Information is consumed so frequently that most people subconsciously block it out. The strategy of the purple cow preaches the need to be a leader; the need to make your innovations the marketing strategy itself; and the need to pursue the right customers (going after people who are ahead of the curb and will bring your product to the majorit ...more

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Jun 14, 2015 Gisela Hausmann rated it it was amazing · review of another edition

Shelves: marketing

Seth Godin’s book “Purple Cow” is still as much fun as it was when I read it first. And with that Godin proves the his “Purple Cow” is a purple cow in itself. Marketing books are supposed to talk about campaigns, analyze data, show proven ways. Godin does the opposite. He invites the reader to go for the unknown, the things that have not been done before. The most important factors being, “don’t try to target everyone. - - The mass market is dead. - -The mass product is unremarkable. - - Nobody ...more

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Oct 04, 2017 Eugene rated it really liked it

main idea is to make your product remarkable (purple cow). do not compete by features.

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Jan 05, 2009 Micah Elliott rated it it was amazing

At the heart of this book is the notion of "Moore's idea diffusion curve". It's just a bell-curve that shows innovators (sneezers), early adopters, early/late majority, and laggards. The central theme of the book is that you need to target the front of that curve by appealing your "remarkable" product to them as a niche, and treat them very specially.

Contrary to the most popular review here (quite negative) calling this book an unnecessarily expanded essay, I would argue that Godin covers a lot ...more

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Oct 27, 2011 Lynn rated it really liked it

Shelves: business, kindle

I have literally had this book on my book shelf for years, and I'm glad to finally be able to say that I read it! If you are looking for the "how" behind making a Purple Cow, you may be disappointed. This book only introduces the idea and explains the "why" behind it. Looking briefly through the reviews here, I feel the people that found the book unsatisfying were looking for a how to guide. I plan to read Free Prize Inside soon, which boasts on the cover that it will tell you "How to make a Pur ...more

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Dec 09, 2014 Alain Burrese rated it really liked it

I really liked “Purple Cow: Transform Your Business By Being Remarkable” by Seth Godin. It's a simple book with a powerful message supported by examples. Godin is right on the money with trying to get people to change the way they think about business and marketing. That's the key to this book, it gets you to think a different way. The tried and true marketing strategies of years gone by just don't work like they once did. If you really want your business to thrive, you must discover your own Pu ...more

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Mar 12, 2012 TarasProkopyuk rated it really liked it

Shelves: z-1-audio, z-100-best-business-books, z-1r, marketing, sales, z-100bbb-sm, business

Автор приводит множество аргументов в пользу того чтобы владельцы и руководство компаний по другому посмотрели на маркетинговую политику и существенно выделили свои продукты, услуги или сервис. Отсюда и название данной книги.

Годин предлагает сделать вашим конкурентным преимуществом яркое выделение среди множества ваших конкурентов. Конечно же автором приведено десятки фактов и кейсов с опыта многих других компаний мира. Среди них не только компании корпорации и крупный бизнес, но также и средний ...more

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Mar 20, 2015 Mohammad Jaber rated it it was amazing

Shelves: business, best-of-the-best, re-read, to-buy

الفكرة الأساسية مستوحاه من اسم الكتاب، البقرة البنفسجية .. بحكيلك أن أي بقرة لونها أسود وأبيض ممكن تشوفها ما رح تلفت انتباهك، لأنها شيء عادي، واعتيادي، ومما اعتاد الناس على رؤيته، وما فيها شيء يُميزها .. ولكن عندما ترى بقرة لونها بنفسجي؟ ستترك أثرها ليبقى مخلداً عندك طيلة حياتك، مما سيجعلها شيء remarkable .. غير تقيليدي، ما فيه منه!

الكتاب كُتب في الـ Business، والإسقاط الأساسي للفكرة يكون على الـ Products الريادية .. وكيف تعمل product يكون remarkable .. وذلك حتى يسوّق نفسه بنفسه بدون الحاجة إلى ...more

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Dec 11, 2017 Anton rated it liked it

Shelves: business

I read it first 12-14 years ago. It was a blast! Unfortunately, it did not age too well. Even though key messages are still valid - the case study examples no longer reflect the world out there :)

If you fancy yourself little Seth Godin - go for All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World instead or The Dip: A Little Book That Teaches You When to Quit

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Apr 08, 2017 Soheil rated it liked it

I listened to Purple Cow's audio book read by the author. While much of the content may have proven fresh in 2003, the book feels dated to read at this time and age. That is the content is true and relatable, but you may have read or heard about it a dozen times already in a more contemporary light.

The message of the book is summerized by the author as per the following:
1. Don't be boring
2. Safe is risky
3. Design rukes now
4. Very good is bad

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Dec 02, 2012 د.أمجد الجنباز rated it it was amazing · review of another edition

Shelves: books_in_persuasion

كتاب في منتهى الروعة يتحدث عن كيفية جذب انتباه الناس تجاه منتجك أو خدمتك
قد يخيل لك للوهلة الأولى ان الكتاب يتحدث عن التسويق
لكنه ليس كذلك
فهو يتحدث عن طرق تحسين المنتج ليكون ملفتا للانتباه، وعندها سيقوم المنتج نفسه بتسويق نفسه

في الكتاب الكثير من الطرق والوسائل الابداعية المفيدة للتطبيق في مختلف مناحي الحياة

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Mar 02, 2013 Scott Haraburda rated it liked it

This was an interesting book that many people I know recommended to me. It has an interesting cover, with a remarkable background of a purple and white cow design. The author states that most products today are boring, quickly forgotten by customers. What we need is a product that people remember and will talk about it. As implied by the title of this book, when you see a Purple Cow (a remarkable product or idea), you won’t forget it. That’s because products are like cows; they’re either remarka This was an interesting book that many people I know recommended to me. It has an interesting cover, with a remarkable background of a purple and white cow design. The author states that most products today are boring, quickly forgotten by customers. What we need is a product that people remember and will talk about it. As implied by the title of this book, when you see a Purple Cow (a remarkable product or idea), you won’t forget it. That’s because products are like cows; they’re either remarkable or invisible. Who’s going to buy an invisible product?

Today, a product, or idea, becomes successful if other customers talk about it. They tell friends and family all about it, which in return makes a product well known. This concept helped me understand my own personal buying decisions. For example, a few years ago, I bought a historical fiction book. It wasn’t a book I ever heard of, and I didn’t want to buy a book at that time. So, why did I buy that book? It was because a colleague of mine, someone I respected very much, suggested that I should read it. I took his advice, bought that book, and really enjoyed it. I suggested the book to others, and they too bought and read it. Of interesting note, this historical fiction book later won several prestigious awards and became a blockbuster movie a few years later – yes, I saw the movie and enjoyed it too, seeing it a few times.

Now back to the Purple Cow book. The author believes that manufacturers now can no longer successfully market their products to the typical consumer by applying the traditional media marketing strategy. He suggests that most of the consumers are happy with what they have, and that they’re bored with commercials. As such, these consumers today ignore all unwanted advertisements, regardless of what media it is in, including TV, radio and magazines. One of the best ways to effectively advertise a product a few decades ago was through television commercials, with quality profitable products marked “As Seen on TV”. This was because television back then changed the way that products were marketed to the consumers and how the products were created. However, the impact of television commercials faded since then, along with radios, newspapers, and magazines ads.

The author believes that the only way you can sell products today is to market to the consumer who is looking for a product to solve one of more problems. This means that advertisements must be targeted to the right people (not to a huge market) in the right way with relevant content. These ads also need to be presented where consumers are actually looking for a product. Targeting ads to everyone is a problem since not everyone wants to buy the same product, meaning advertising money is wasted on people not willing to purchase a product based upon the ad.

Although I found the content of this book easy to read and entertaining, it lacked a secret formula for marketing today, such as a successful process for creating a Purple Cow. The author does provide case studies with real stories of companies succeeding with Purple Cows and of companies failing by not remaining remarkable with new Purple Cows. Bottom line is that companies needing to remain profitable in the future must be both innovative and remarkable, not only today but in the future.

I enjoyed reading this book, learning some about people’s buying decisions, and believe others will too. ...more

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May 24, 2017 Samson Sunny rated it liked it

The book is all about being remarkable. Old days we used TV, newspaper and magazine ads to promote the product and it helped many big products succeeded. But now promoting the product in TV will not give any profit to their company. Because customers don't care about you and they won't have to buy your product.

So the author Seth Godin says your product should be remarkable and you should target the early adopters. Because TV ads don't have a specific target they just show ads. But it won't reach ...more

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Jan 07, 2013 Amanda Young rated it liked it

Shelves: business-books, already-own

I'd probably give this 3.5 stars. Good business book, some wonderful points, and definite food for thought for any entrepreneur. Main idea: Even being a "very good" business is bad - businesses/products have to be REMARKABLE to succeed.

My main complaint is that in the author's attempt to drive key points home there were parts of the book that just felt like they were going in circles. The whole book could probably be condensed to about 5-10 solid pages (a long essay?) and have made the same amo ...more

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Jul 17, 2008 Nicholas rated it liked it

Shelves: marketing

This review has been hidden because it contains spoilers. To view it, click here.

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Nov 20, 2017 Feyzan - The Raven Boy rated it really liked it

A nicely written book with some interesting examples but nothing that we don't already know.

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Jun 03, 2007 Peep Laja rated it it was amazing

Recommends it for: marketing people

THE marketing book out there, I think. Main message is that in order to win clients and enjoy success, you have to be extraordinary, different and most of all remarkable.

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Oct 22, 2018 Tomás Alberto rated it really liked it

Seth Godin es un adelantado.

Hoy en día todavía existen empresas que apuestan por la publicidad de masas poco efectiva, cuando desde el 2002 Godin le ha “gritado” al mundo que esta publicidad caducó y que lo mejor es ser extraordinario e intentar siempre ser recordado por alguna característica única en tu producto o servicio.

Está característica puede estar en tu precio, empaque, presentación, tamaño, olor, sabor, lo que sea!

Los productos que sirven para todo el mundo ya están inventados, es nues ...more

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Jan 14, 2017 Lucy rated it it was ok · review of another edition

Seth Godin argumentuje proč je důležité mít zajímavý produkt a konkurovat formou “být jiný”. Bohužel knížka je už staršího data a moc zajímavých informací jsem v ní nenašla. Možná ve své době to byla pecka, v dnešní optice tak 2 hvězdy.

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Goodreads Librari...: Merge books	2	16	Dec 14, 2018 02:12AM
Purple Cow: Transform Your Business by Being Remarkable	1	5	Mar 15, 2018 09:01AM
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About Seth Godin

Seth Godin

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Seth Godin is a bestselling author, entrepreneur and agent of change.

Godin is author of ten books that have been bestsellers around the world, and he is also a renowned speaker. He was recently chosen as one of 21 Speakers for the Next Century by Successful Meetings and is consistently rated among the very best speakers by the audiences he addresses.

Seth was founder and CEO of Yoyodyne, the indust ...more