Purple Cow by Seth Godin

Book Summary

Purple Cow is a book by Seth Godin that discusses the importance of being remarkable in the market as one of the key marketing essentials. The metaphor of the purple cow is used to signify that among cows, one with a different colour stands out, like a unique product that holds a higher position in its sales compared to other products and attracts more customer attention.

Godin, a prominent figure in the field of management and marketing, believes that it's not necessary to have the best or most complete product to be considered different, but having specific and distinct features can help introduce your product with more differentiation to consumers compared to other market offerings. One feature of the written book is its simplicity, making it easily understood by individuals with varying levels and types of personal knowledge.

Godin introduces a concept of remarkable marketing through the unique expression "Purple Cow", aiming to create a type of marketing distinctiveness. He adds another "P" to the traditional 4P marketing model, which includes product, price, place, and promotion, meaning that besides meeting customer needs, a special feature should also be created in our business's product to ensure customers have the highest loyalty and return towards us as producers and suppliers. One very important point discussed further is the risk associated with innovation, which always comes with initiative.

While taking this risk may challenge a company, if done intelligently, the likelihood of failure will be lower, leading to significant growth and progress. However, the loss of not taking risks is greater because resembling other organizations and their products will quickly eliminate any business from the competition spiral. Another aspect discussed is becoming a market leader, which certainly becomes possible by imitating current market leaders and merely copying and imitating will result in falling behind in the market, whereas various innovations can make an entrepreneur and supplier a market leader who can take control of the market pulse.

Another recommendation Godin makes in his book to business owners is putting their main and ideal customers at the forefront in a way that through accurate information and satisfying them with the product they purchase, they will make those same individuals eager to buy from that company through methods like word-of-mouth marketing.

About the Author

Seth Godin is an American author, speaker, and entrepreneur born on July 10, 1960. Known for his uniqueness and innovative thinking, he holds an MBA from Stanford University and co-founded an active internet advertising company, which he sold to Yahoo in 1998. His primary source of income comes from educational products and his writings, and he has other notable works such as "Linchpin," "The Practice" and "Poke the Box" in his portfolio.

Who Should Read the Book?

Since Purple Cow is about marketing concepts, it is recommended for business owners, especially those who are trying to offer interesting and appealing products to customers. It is also recommended for entrepreneurs who want to distance themselves from old and traditional marketing methods, create differentiation in their products using modern techniques, and offer them to customers. They should definitely take advantage of the teachings of this book.

Being Remarkable is Not a Death Sentence for a Company
Increasing Advertising Volume Has Diminished Its Impact
Products Must Be Extraordinary to Differentiate in the Modern World
Taking Risks is a Safer Strategy Than Playing it Safe
Focus on Customers Willing to Try New Things
Marketing Means Creating a New Product
Look for People for Whom Your Product is a Solution
Many Companies Fear Criticism and Changes Related to Being Different.

Book Quotes

Among the many cows that exist in nature, the Purple Cow is certainly more interesting and attractive.

Purple Cow is not a shortcut or an easy way, but it is the best or only way for your growth.

Don't try to create a product that appeals to everyone because such a product is for no one.

Old rules no longer work well; marketing is dead, long live marketing.

If the future of a product doesn't seem unique, if you can't imagine a future where people are once again drawn to your product, it's time to understand that the game has changed. Instead of investing in dead-end products, invest profits in creating something new.

How does your company use methods that involve following the leader? If you restrict those activities and do something very different instead, what then? With the awareness that standing still won't get you anywhere, make a list of methods that being different can help you achieve your goal.

Attractiveness does not mix well with normalcy; odd attractiveness is.

The biggest risk is not taking risks. In a world where everything is rapidly changing, the only strategy with certain failure is not taking risks.

Instead of trying to use your technology and expertise to produce a better product for ordinary customers, encourage your consumers to change their behavior in a way that improves the functioning of your product.

What can you evaluate? What does it cost you? How quickly can you achieve results? If you can afford it, try it. Evaluating something will lead to progress.

One way to understand a big project is to see what leads to success in the real world and discover what various successes have in common. However, this issue is very confusing in terms of marketing. What could be the common point between Motel 6 and 4 Seasons? Except that they have both experienced significant success and grown in the hotel business, they are completely different in all other aspects. Or Walmart and Neiman Marcus, both of which have grown in a decade, or Nokia and Nintendo.

What all these companies have in common is that they have nothing in common; they are distinct from others, on the cutting edge, very fast or very slow, very expensive or very cheap, very large or very small. Following their path is difficult because they are pioneers; they have done something unique, and that unique thing has now been done. If you do it too, it's no longer unique.

To find this advantage, you need to focus on various aspects, including a detailed comparison of your product and competitors in terms of pricing and presentation. Your product is the heart of your marketing activities, so you should have a simple and clear slogan that clearly conveys your product's message.

Outstanding marketing is the art of creating valuable things that attract attention in the field of goods and services. Of course, marketing cannot be considered the last option; we must understand that if products and services are not outstanding and noticeable, they will not catch anyone's eye.

Post-consumption customers are outside the buying process. They have minimal needs and are so busy that they can't spend much time researching a product you've worked hard to create.