Purple COW: Transform Your Business by Being Remarkable

In the marketing world, "Purple Cow" by Seth Godin and his other books have become a modern marketing bible. Those attached to the traditional doctrines of marketing, the Psalms of pricing, promotion, publicity, packaging, and the like that have remained unchanged for decades are now stepping on risky ground. The key to success and the ultimate goal of standing out in a crowded marketplace lies in being a 'purple cow' – a remarkable, phenomenal, and exciting presence at the core of your product or business. In this summary, we'll delve into the groundbreaking ideas presented in "Purple Cow" and how they can revolutionize your marketing approach.

This is my book summary of Purple Cow by Seth Godin My notes are informal and contain quotes from the book and my thoughts. Each book summary has a short description, top lessons from the book, chapter-by-chapter summary, and favorite quotes. Enjoy!

Top 10 Lessons from the Book

Embrace Remarkability: In a world where consumers are bombarded with choices, only those who stand out, like a purple cow in a field of brown cows, will capture attention.

Traditional Marketing is Dead: You must think beyond these traditional paradigms to be remarkable.

Differentiate or Die: Differentiation is crucial; you need to find what sets you apart and amplify it.

Safe is Risky: In today's fast-paced world, staying and playing in your comfort zone can lead to stagnation.

Creating Purple Cows: Innovate continuously and don't settle for mediocrity. Find new ways to make your product or service remarkable.

Market to Early Adopters: Focus your marketing efforts on early adopters and innovators. These are the people most likely to spread your remarkable offering.

Tell a Story: Storytelling is a powerful way to make your product memorable. Craft a compelling narrative that accompanies your product and sets it apart.

Turn Customers into Evangelists: Satisfied customers are good, but turning them into passionate advocates for your brand is even better. Word-of-mouth and customer referrals can be invaluable.

Be Open to Criticism: Accept that not everyone will appreciate your remarkable ideas, and that's okay. Negative feedback can be a valuable source of improvement.

Continual Reinvention: Being remarkable is an ongoing process. What's noteworthy today may become ordinary tomorrow. Continually reinvent and adapt to stay ahead.

Interested to read more? Click to expand chapter by chapter summary

Before, during and after

In the not-so-distant past, the TV industrial complex ruled. It bloomed on the symbiotic relationship between consumer demand, TV advertising, and the growth of companies fueled by ever-increasing marketing budgets. However, we've reached a point where consumers have what they need, desire very little, and need more time to research products or services.

Marketing departments used to take almost-finished products or services and spend money to communicate their benefits to a broad audience. But this approach no longer works. We've entered an era where we can't market directly to the masses. In a world where most products remain invisible, it's no surprise that marketing has undergone a shift.

Long before the age of advertising, word-of-mouth was the driving force behind products and services that could genuinely solve a problem. As prosperity increased, consumer desires seemed boundless, and the advent of television and mass media led to a magic formula: advertise directly to consumers, team up with the right agency and bank, and you could grow a company to unprecedented heights.

Fast forward, and we've almost come full circle. Now, instead of products slowly gaining popularity through word of mouth, the power of our modern networks allows remarkable ideas to spread like wildfire through different population segments.

This is where the concept of being a Purple Cow comes into play. Instead of relying on traditional TV and mass media, it's time to stop advertising and innovate.

Case Study "Poilâne"

The million-dollar question is, "How can you become a Purple Cow in your field?

The answer isn't a one-size-fits-all recipe. Instead, it's a process and a mindset. This book offers numerous examples of different Purple Cows, but it's not about copying them; it's about understanding the underlying system. Here is a case study that I hold close, not just because it's fascinating, but also because it strikes me personally as my own family is involved in a similar business.

Meet Lionel Poilâne, a French baker who defied convention and became a living example of a Purple Cow in the world of artisanal bread. Lionel didn't merely inherit the family bakery; he set out on a remarkable journey. Rather than conforming to tradition, he became obsessed with redefining the very essence of bread. His quest for remarkable bread led him to interview over 8,000 French bakers, unraveling the secrets of their techniques.

One of Lionel's groundbreaking innovations was the use of organic flour in a country where such a practice was virtually unheard of. He refused to bake the ordinary baguette, deeming them tasteless and uninspiring imitations from Vienna. Instead, he dedicated himself to perfecting sourdough bread, crafted with only flour, water, starter, and sea salt, baked in a wood-fired oven.

In his pursuit of excellence, Lionel took an unconventional approach by refusing to hire experienced bakers, citing their "bad habits." He opted to train young apprentices who were willing to learn and grow alongside him. At first, Lionel's creations challenged the French establishment, pushing the boundaries of what was considered conventional. However, the sheer quality of his bread and his commitment to doing it right gradually won them over. Today, virtually every upscale restaurant in Paris proudly serves Poilâne bread. People from around the globe flock to his humble shop on Rue de Cherche Midi, often waiting in long lines to savor a slice of his sourdough bread, or rather, several loaves.

The company he founded has transformed handmade bread into a global product, shipping it worldwide. Astonishingly, last year alone, Lionel sold more than $10 million worth of bread.

One valuable piece of advice from the author is to challenge yourself and your team to identify your unique edges, the aspects that set you apart. Once you've defined these edges, test them vigorously, as they are most likely the key to delivering exceptional marketing and financial results. In a world of conformity, being a Purple Cow means standing out and making a lasting impact.

Bonus

In this bonus section, I was truly captivated by the countless of Purple Cow examples around the world, as nominated by readers of Seth Godin's book. Since I'd rather not repeat those, I encourage you to dive into his book to explore those remarkable products and services. However, I'd like to contribute with a few Purple Cows that have emerged from the Balkan region where I grew up.

For more insights on why these are deemed remarkable, I invite you to explore their respective websites:

https://artisan.ba is truly remarkable and one of my favorite brands from this region I truly admired. Crafted with an exquisite blend of design, artisanal craftsmanship, and a keen eye for interior aesthetics specializes in the creation of remarkable furniture pieces.

https://mamasfood.at has reached the shelves of many European homes with this beloved gem of Balcan cuisine. Their unwavering dedication to preserving and sharing the authentic flavors of this culinary treasure has made them a cherished name in the world of food enthusiasts.

https://vinarijaaleksandrovic.rs/en/ Celebrated for their production of the most exquisite wines that encapsulate the essence of the beautiful Balkan region. Their wines are a toast to the rich heritage and exceptional terroir of the area, and they are adored by wine enthusiasts around the world.

webshop.gligora.com - Renowned as the purveyors of the finest Dalmatian cheese, this brand stands tall as one of Croatia's most decorated cheese producers. Offering a wide array of delightful deli foods and boasting a track record of over 4,000 satisfied customers

https://www.slovenia.info/en -The tourist organization of Slovenia is setting a remarkable example with their campaign of Feel Slovenia. They have demonstrated a deep understanding of how to effectively promote a destination. Their efforts not only showcase the natural beauty and cultural richness of Slovenia but also set a standard for many other more widely recognized tourist destinations around the world.

These are just a few examples that showcase the remarkable and the extraordinary, proving that the spirit of the Purple Cow can be found around the globe, inspiring innovation and excellence in all corners of the world. Now curious to hear from you. What are the purple cows you appreciate in your country?

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Favorite quotes from the book:

Seth Godin “Tiffany’s blue box is a slogan without words. It stands for elegance and packaging and quality and “price is no object.”

Seth Godin "We run our schools like factories. We line kids up in straight rows, put them in batches (called grades), and work very hard to make sure there are no defective parts. Nobody standing out, falling behind, running ahead, making a ruckus. Playing it safe. Following the rules. Those seem like the best ways to avoid failure."

Seth Godin "THE RIGHT INFORMATION BRINGS KNOWLEDGE. AND KNOWLEDGE IS POWER. SHARING IT IS EMPOWERMENT."

David Packard "Marketing is too important to be left to the marketing department."