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Micah Elliott's Reviews > Purple Cow: Transform Your Business by Being Remarkable
Purple Cow: Transform Your Business by Being Remarkable
by
by
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 of ground in a concise 137 pages. And you don't need an MBA to understand the principles. This book is required reading for anyone looking to start a business.
The most resonating take-away is that marketing has worked its way to the front phases of product development. If the product can't *be* the marketing, then it will fail. This means that developers/engineers need to understand a bit about marketing, and need to be able to include and work with marketers from conception.
In the few hours it took to read through "Purple Cow", I've been able to take away quite a few valuable insights:
- The days of the "Hurricane Effect" (traditional massive blitz marketing, e.g., TV commercials, banner ads) are over
- Understand the importance of the idea curve (a simple concept) and its ripple effect.
- Employ market-centric design (marketers need to be a part of early design phase).
- At the front of the curve are sneezers -- a very loud group of users who will do your marketing for you.
- Treat the sneezers individually and personally, as your most valuable asset. Overwhelm that small target, and please them in every way possible.
- You can only attract sneezers by being remarkable (a purple cow, stand out, break the rules, do the unsafe thing, etc).
- The marketing *is* the product (the Leaning Tower of Pisa markets itself just in its name), and a good slogan is essential.
- If your product is not innovative, start over.
- Find an edge of the market, go to it and beyond.
- Resist the temptation to "milk the cow" (be ever seeking the next purple cow).
If you must pay $[...] for this book, it is well worth it. But given its popularity, you'll likely find many copies at your local library. In reading this you'll probably become a Godin fan. His blog continues to discuss material similar to that found in this book.
Contrary to the most popular review here (quite negative) calling this book an unnecessarily expanded essay, I would argue that Godin covers a lot of ground in a concise 137 pages. And you don't need an MBA to understand the principles. This book is required reading for anyone looking to start a business.
The most resonating take-away is that marketing has worked its way to the front phases of product development. If the product can't *be* the marketing, then it will fail. This means that developers/engineers need to understand a bit about marketing, and need to be able to include and work with marketers from conception.
In the few hours it took to read through "Purple Cow", I've been able to take away quite a few valuable insights:
- The days of the "Hurricane Effect" (traditional massive blitz marketing, e.g., TV commercials, banner ads) are over
- Understand the importance of the idea curve (a simple concept) and its ripple effect.
- Employ market-centric design (marketers need to be a part of early design phase).
- At the front of the curve are sneezers -- a very loud group of users who will do your marketing for you.
- Treat the sneezers individually and personally, as your most valuable asset. Overwhelm that small target, and please them in every way possible.
- You can only attract sneezers by being remarkable (a purple cow, stand out, break the rules, do the unsafe thing, etc).
- The marketing *is* the product (the Leaning Tower of Pisa markets itself just in its name), and a good slogan is essential.
- If your product is not innovative, start over.
- Find an edge of the market, go to it and beyond.
- Resist the temptation to "milk the cow" (be ever seeking the next purple cow).
If you must pay $[...] for this book, it is well worth it. But given its popularity, you'll likely find many copies at your local library. In reading this you'll probably become a Godin fan. His blog continues to discuss material similar to that found in this book.
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Reading Progress
Started Reading
January 1, 2008
–
Finished Reading
January 5, 2009
– Shelved
