Purple Cow: Transform Your Business by Being Remarkable (Summary)
Why do you ignore hundreds of perfectly fine cows when driving down a country road? Because they're boring. They're invisible. But what if you saw a purple cow? You’d slam on the brakes, take a picture, and tell everyone you know. Seth Godin argues that in a crowded marketplace, being 'very good' is the same as being invisible. The only way to succeed is to create and be a Purple Cow.
Playing It Safe Is the Riskiest Strategy
In a marketplace saturated with options, trying to create a bland, inoffensive product that appeals to everyone actually appeals to no one. It becomes invisible. The real risk isn't standing out; it's blending in.
Consider the airline industry. Most carriers compete on price, leading to a race to the bottom. In its heyday, JetBlue became a Purple Cow by offering a remarkable service at a low price: leather seats, free satellite TV for every passenger, and a friendly attitude. It didn't try to be like everyone else; it dared to be different and was rewarded for it.
Target the 'Sneezers,' Not the Masses
Don't waste your budget trying to advertise to everyone. Instead, focus on the 'sneezers'—the early adopters and influencers who are most likely to get 'infected' with your idea and passionately spread it to their networks.
The hot-sauce brand Sriracha never spent a dollar on advertising. It grew entirely through word-of-mouth, starting in niche Asian restaurants. It was discovered by chefs and foodies ('sneezers') who then passionately recommended it, creating a viral loop that turned it into a global phenomenon.
The Old 'P's of Marketing Are Obsolete
The traditional marketing mix (Product, Price, Place, Promotion) is no longer sufficient. In an era of ad clutter, you can't just buy attention. The new, most important 'P' is the Purple Cow—a product that has remarkability built into it from the start.
In the past, a big record label could spend millions on radio play and MTV to make a song a hit. Today, with infinite choice on streaming platforms, a song only breaks through if it's truly remarkable and people choose to share it. Attention must be earned, not bought.
Remarkability Can Be in the Details
Being remarkable doesn't always mean reinventing an entire industry. It can come from a single feature, an unusual business model, a unique design, or an outrageous commitment to service.
The Volkswagen New Beetle wasn't a revolutionary car in terms of its engine or performance. Its remarkability came from a single, powerful element: its nostalgic design, which even included a built-in flower vase on the dashboard. This small, quirky detail got people talking and helped turn the car into a cultural icon.
