 American
 Author, business executive
 and Most of All, A teacher
 His top 3 works :
 Free Prize Inside.
This Is Marketing.
Purple cow .
Seth Godin
Book contacts
 Chapter 1: Not Enough Ps
Chapter 2: The New P
Chapter 3: Boldfaced Words and Gutsy Assertions
Chapter 4: Before, During, and After
Chapter 5: The Greatest Thing Since Sliced Bread
Chapter 6: Did You Notice the Revolution?
Chapter 7: Why You Need The Purple Cow
Chapter 8: The Death of The TV-Industrial Complex
Chapter 9: Before and After
Chapter 10: Consider the Bettle
Chapter 11: What Works?
Chapter 12: Why The Wall Street Journal Annoys Me So Much
Chapter 13: Awareness Is Not Point
Chapter 14: The Will and the Way
Chapter 15: Case Study: Going Up?
Chapter 16: Case Study: What Should Tide Do?
Chapter 17: Getting In
Chapter 18: Ideas That Spread, Win
Chapter 19: The Big Misunderstanding
Chapter 20: Who's Listening?
 You Are Probably Missing This All Important P.
 A history of advertising.
 The Different World of Advertising Today.
Table of
contacts
 Following the Leader.
 Not taking risks is riskier than taking risks.
 Ideavirus & early adopters.
 Problem with the cow.
 Marketing is about inventing the product
 The key message in this book.
 Back in the day, marketing was straightforward, made up of:
 product,
You Are
Probably
Missing This All
Important P
 pricing,
 promotion,
position,
 publicity,
 packaging,
pass-along, and permission
You Are
Probably
Missing This All
Important P
 Today, however, there’s a P-word that trumps all others, and it’s essential if
you want to succeed: Purple cow.
 Purple cow usually refers to the remarkability of a product in itself,
 but it can also refer to how the product is packaged, positioned, priced,
and promoted compared to the closest product.
 In today’s fast-paced world, Ad’s are 24/7
You Are
Probably
Missing This All
Important P
 the only way for your brand to shine and succeed is to develop and market
products that stand out from the crowd.
 By being new and noteworthy, thereby catching the attention of influential
consumers.
A history of
advertising
 If we examine each of the major stages of advertising in society, we can
look at them like this:
 Before Advertising
 During Advertising
 After Advertising
Before
Advertising
 was way back in ancient times, when people could only spread the word
about great deals with their mouths.
 For example in ancient Rome, when one of the vendors on the market
sold particularly good fish,
 Everyone who bought one would of course tell all their friends and family.
Likely, the next time they’d go to the market, they’d visit that same vendor.
During
Advertising
 was the time during the 18- and 19-hundreds,
 when advertising seemed to work like magic and the only limit to how
much you could sell through it
 was how much you were able to buy. Billboards, ads in magazines, TV
commercials, they all fall into this category.
After
Advertising
 Consumers completely ignore ads now and are already blind to banner ads
online.
 Unless they’re looking for something specific, for example a car, people
won’t look at car ads.
 In the era we are in right now, we’ve gone back to word-of-mouth
marketing, only that the word is now exchanged online, which makes news
about good and bad products spread a lot more quickly
The Different
World of
Advertising
Today
The Different
World of
Advertising
Today
 In the past, consumers had
 More time on their hands and fewer products on the market,
 So it was easier for companies to get their products in front of consumers.
 New rule: create remarkable products that seek the right people out.
The Different
World of
Advertising
Today
 In this new era, there is so much choice in products out there that it is not
enough to satisfy the customer’s needs – to truly get attention, you need to
be
 Starbucks, Apple, FedEx, and Linux are all high-profit brands, they each have
one thing in common: they are individually
in their own way
The Different
World of
Advertising
Today
 Let’s look at what makes some companies and their products stand out:
 JetBlue and Southwest Airlines pioneered the era of low cost flights.
 FedEx gave its customers product-tracking and reliable delivery dates
when no one else did.
The Different
World of
Advertising
Today
 Add to this some other sea changes—the easy-to-reach marketing groups
of yesterday are now nearly impossible to reach,
 The power of word-of-mouth has diminished, and if people do buy what you
are marketing, they expect total satisfaction or their money back—and
suddenly the world of traditional marketing can look rather bleak.
 A great example of a Purple Cow is the new Volkswagen Beetle. The original
Beetle had been popular and profitable for over fifteen years, so the
relaunch was a challenge.
The Different
World of
Advertising
Today
The Different
World of
Advertising
Today
 It turned out to be a great success though because its shape and attractive
colors made it stand out from the other cars in the street.
 Also, great reviews and word-of-mouth spread its fame even further.
What’s so special about the
advertisements that do work?
And how can you tell if yours
do?
The key is to
target your ads
effectively.
The Different
World of
Advertising
Today
 This means your advertisement has to target people looking for a solution
– your solution – to their problems,
 and this is achieved by putting your ad in a place where they are looking for
it.
 For example, Google Ads works well in this respect because people type in
search terms that reflect what they are looking for,
 and the ads are selected to offer a solution to whatever problem they
express.
Following the
Leader
 Some businesses choose to mirror the movements of a
market leader — emulating their products, business
strategies and marketing. However this will not let you
become a leader.
 Leaders try new ideas all the time, and become remarkable
through experimentation. If you are just copying another
company, you will always be slow to react, and the market will
change underneath you. You will then be left behind, because
you don’t have experience in experimentation, creation and
testing of new ideas.
Following the
Leader
 Record companies are a prime example of an industry that was slow to
react to a changing market. They kept producing the same products and
packaging , while online music stores and streaming services showed up
around them.
 Instead of copying the leader’s moves exactly, introduce
different moves that would make you distinguished from the
leader. This effectively puts you ahead of them, and not just
on the same level.
Not taking
risks is
riskier than
taking risks.
 Because we live in a post-advertising world and the internet is such a noisy
place, you have to be truly remarkable to stand out – like a purple cow
among brown, black and white cows.
 Seth calls this remarkable marketing and without it, your product is
doomed to fail.
 That’s why the riskiest thing you and your company can do right now, is to
not take any risks at all.
Not taking
risks is
riskier than
taking risks.
 For example, Ford is a steady company, but they’re not very innovative.
They do what they know to do, again and again, which is why their stock
price has merely changed in 10 years. They’re a boring company.
 Take Porsche, and you see a company that’s always at the edge. In 2013,
Porsche took a massive risk with the 918 project.
Not taking
risks is
riskier than
taking risks.
 They built a car with hybrid technology, which they’d never done before, the
car cost eight times as much as any of their normal models, and they
limited production to 918 units.
 But what they built was truly remarkable, the car caught major attention for
it’s space-style design and also set an all time record on the Nürburgring.
 The car completely sold out.
Ideavirus &
early
adopters
Ideavirus &
early
adopters
 Traditional marketing shoots its advertising right at the majority of people
when a new product comes out.
 Sadly, the majority isn’t ready for it yet – they want a proven product, not
some new gimmick.
 Instead, build your product in a way that makes it attractive to innovators
and early adopters, the tech geeks, the people that stand in line for 24
hours to buy an iPhone, and let them spread the word.
Ideavirus &
early
adopters
 When you do this and make sure that your product is easily shareable, it’ll
eventually reach the masses. Sooner or later, people won’t turn you down
at the door.
 One of Seth’s previous books, Unleashing The Ideavirus published in 2000,
 was at the time the most downloaded eBook ever.
 It was based on the concept that ideas spread like viruses spread – people
‘sneeze’ and it spreads from person to person.
Ideavirus &
early
adopters
 A brand or product offering is nothing more than an idea. Ideas that spread
are more likely to succeed than those that don’t.
 ‘Sneezers’ : are the key spreading agents of an ideavirus.
Problem
with the cow
 The cow is so rare because people are so afraid.
Problem
with the cow
 If you’re trying to do something different and remarkable,
 It’s likely that some people won’t like you.
 if we want to win, we can’t possibly please everyone.
For example
comedy
central AND
south park
 Comedy Central focus group tested South Park, it scored and average
1.5/10 from women
 But the group that mattered weren’t the adult women,
 it was the teenagers who would spread the word.
 and South Park has been going strong since 1997.
Marketing is
about
inventing the
product
 Marketing is actually about inventing the product.
 Successful products have been built from day one.
 so that every aspect of the product is influenced by marketing
considerations
 For example, the CEO of the airline JetBlue asked the Head of Marketing to
be involved in product design and employee training from the start.
Marketing is
about
inventing the
product
 Because the heart of marketing lies in your actual product, you should
come up with a simple and easy slogan that conveys the main message
behind your product.
 For example, consider the Leaning Tower of Pisa. It’s a world famous tourist
attraction because its main message is so easy and simple to spread: it’s a
leaning tower.
 This is its “slogan.”
Marketing is
about
inventing the
product
 Another example of a great slogan,
 Is the signature blue box in which Tiffany & Co. jewelry comes in.
 It’s a message of elegance and quality,
Marketing is about inventing the
product, not just selling it after it’s
been made.
The key
message in this
book
 In today’s crowded marketplace, there’s no room for “ordinary” products or
services anymore;
 either you’re remarkable or you die.
 you need to target the people who are both willing to try new things, and
eager to spread the word to others.
What I think
about this
book
 Overall, it's a mixed of a few critical points everyone in marketing should
know. It drives home the concept of Purple Cow very well. Things might
seem to be going in loops. He repeatedly uses terms like remarkable,
innovative, unique, and some very known facts that we are aware of but
don’t pay attention to. So, I recommend this book to anyone with a desire
to stand out,
What I think
about this
book
 You can’t possibly comprehend Seth by reading one summary, watching
one talk, or even reading one book of his. He describes himself as a
lifetime of projects, and I think he’s quite spot on.
 I like the inherent call to greatness in Purple Cow, it really carries a “get up
and do something great” vibe which resonates well with me.
 Considering this book is from 2003 is mind-boggling. A lot of ideas from it
still haven’t reached the masses today, but they will – because just like his
advice, this book is remarkable.