Following the traditional rules of marketing just isn’t enough anymore.
In today’s competitive economy, companies that want to create a successful
new product must create a remarkable new product.
According to bestselling author and marketing guru Seth Godin, such a
product is a Purple Cow, a product or service that is worth making a
The impact of advertising in newspapers and magazines is fading —
people are overwhelmed with information and have stopped paying attention
to most media messages. To create Purple Cow products, Godin advises
companies to stop advertising and start innovating.
Godin recommends that marketers target a niche, and he describes
(through an assortment of case studies) effective ways to spread your idea
to the consumers who are most likely to buy your product.
Godin claims there isn’t a shortage of remarkable ideas — every business
has opportunities to do great things — there’s a shortage of the will to
execute those ideas.Not Enough Ps
For many years, marketers have used the five (or
more) Ps as guidelines for selling their product and
achieving their company’s goals. Some of the Ps
● Product ● Pricing
● Promotion ● Positioning
● Publicity ● Packaging
● Permission ● Pass-along
According to the popular theory, if these elements
aren’t all in place, the marketing message is unclear and
Making the right marketing moves does not guarantee
success, but the prevailing wisdom used to be that if
your Ps were right, you had a better chance of succeeding
in the marketplace.
But at a certain point in the evolution of marketing, it
became clear that following the Ps just isn’t enough.
This book tells about a new P — Purple Cow — that is
extremely important to marketers in today’s fast-paced,
highly competitive business environment. Purple Cow
refers to a product or service that is different from the
rest and somehow remarkable. Purple Cow tells about
the why, the what, and the how of remarkable.