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.
Purple Cow: Transform Your Business by Being Remarkable
Not Enough Ps
The New P
Boldfaced Words and Gusty Assertions
Before, During, and After
The Greatest Thing Since Sliced Bread
Did You Notice the Revolution?
Why You Need the Purple Cow
The Death of the TV-Industrial Complex
Before and After
Consider the Beetle
What Works?
Why The Wall Street Journal Annoys Me So Much
Awareness is not the Point
The Will and the Way
Case Study: Going Up?
Case Study: What Should Tide Do?
Getting In
Ideas That Spread, Win
The Big Misunderstanding
Who's Listening?
Cheating
Who Cares?
Not All Customers are the Same
The Law of Large Numbers
Case Study: Chip Conley
The Problem with the Cow
Follow the Leader
Case Study: The Aeron Chair
Projections, Profits, and The Purple Cow
Case Study: The Best Baker in the World
Mass Marketers Hate to Measure
Case Study: Logitech
Who Wins in the World of the Cow
Case Study: A New Kind of Kiwi
The Benefits of Being the Cow
Case Study: The Italian Butcher
Wall Street and the Cow
The Opposite of "Remarkable"
The Pearl in the Bottle
The Parody Paradox
Seventy-Two Pearl Jam Albums
Case Study: Curad
Sit There, Don't Just Do Something
Case Study: United States Postal Service
In Search of Otaku
Case Study: How Dutch Boy Stirred Up the Paint Business
Case Study: Krispy Kreme
The Process and the Plan
The Power of a Slogan
Case Study: The Häagen-Dazs In Bronxville
Sell What People are Buying (and Talking About!)
The Problem with Compromise
Case Study: Motorola and Nokia
The Magic Cycle of the Cow
What it Means to be a Marketer Today
Marketers No Longer: Now We're Designers
What Does Howard Know?
Do You Have to be Outrageous to be Remarkable?
Case Study: McDonald's France
But What About the Factory?
The Problem with Cheap
Case Study: What Should Hallmark.com Do?
When the Cow Looks for a Job
Case Study: Tracey the Publicist
Case Study: Robyn Waters Gets It
Case Study: So Popular, No One Goes There Anymore
Is It About Passion?
True Facts
Brainstorms
Salt is Not Boring—Eight More Ways to Bring the Cow to Work
Brand and Company Index
What Would Orwell Say?
About the Author
More Information
Drink a Purple Cow—for Free!
