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Title: Purple Cow: Transform Your Business by
Being Remarkable
Author: Seth Godin
Stars: ****
Traditional marketing doesn’t work anymore. People have everything that
they need. TV and regular print advertising don’t work. There’s too much
noise. Old school marketers chose their target market, now people do the
choosing. The new way, and the only effective way according to Seth
Godin, is to create a remarkable product (a purple cow) and target the
early adopters that are willing to chirp about it (i.e. sneezers) spreading
the “ideavirus” to the masses.
Seth makes it very clear that the purple cow is not a short cut. In fact, if
anything, this new way of marketing is more time consuming and
expensive than it used to be. Only now the work and time previously used
on print and TV ads after the product has been produced needs to be
spent earlier in the product life cycle. Marketing is now the “act of inventing
a product, the effort of designing it, and the craft of producing it.”
There is quite a bit of valuable information packed into this compact read
to include a process for finding a purple cow, Seth’s slogan’s which
include, “Don’t be boring, and Safe is Risky,” and even some career tips.
The organization could be a little better. It was created from a list of blog
entries which offers some explanation for that. This, however, does not
detract from the abundance of useful information contained in its pages. It
can certainly benefit marketers, but it is also an important read for anyone
involved in the production of a product or the delivery of a service, from the
CEO to the front-line employee.
Being Remarkable
Author: Seth Godin
Stars: ****
Traditional marketing doesn’t work anymore. People have everything that
they need. TV and regular print advertising don’t work. There’s too much
noise. Old school marketers chose their target market, now people do the
choosing. The new way, and the only effective way according to Seth
Godin, is to create a remarkable product (a purple cow) and target the
early adopters that are willing to chirp about it (i.e. sneezers) spreading
the “ideavirus” to the masses.
Seth makes it very clear that the purple cow is not a short cut. In fact, if
anything, this new way of marketing is more time consuming and
expensive than it used to be. Only now the work and time previously used
on print and TV ads after the product has been produced needs to be
spent earlier in the product life cycle. Marketing is now the “act of inventing
a product, the effort of designing it, and the craft of producing it.”
There is quite a bit of valuable information packed into this compact read
to include a process for finding a purple cow, Seth’s slogan’s which
include, “Don’t be boring, and Safe is Risky,” and even some career tips.
The organization could be a little better. It was created from a list of blog
entries which offers some explanation for that. This, however, does not
detract from the abundance of useful information contained in its pages. It
can certainly benefit marketers, but it is also an important read for anyone
involved in the production of a product or the delivery of a service, from the
CEO to the front-line employee.
V E N T U R E S , L L C