I’m a fan of Seth Godin, particularly his book, The Dip, which is about knowing when to quit and when to keep going. His thoughts on traditional publishing are also really compelling – it’s an industry that is broken. I read just about everything he writes.
Purple Cow is one of his older works, published in 2003 and updated last year. Purple Cow is a book that will push you to create something extraordinary. Godin’s basic point is that we don’t remember ordinary experiences, like the airline that got you to your destination on-time or the meal that was merely OK. Instead, we become passionate over excellent, “above and beyond” service and products. We rave about them to our friends and neighbors, which is the best marketing there is.
And about the only marketing that works.
Which is Godin’s point – in order to break through the clutter, we must create the truly extraordinary. Do work that scares you, that’s on the edge. Don’t be like other people – be unique.
A compelling idea, but one that probably doesn’t deserve a whole book (even a slim one). After a while, it’s the same story of iconoclasm again and again. Also, some of the examples are dated now, like JetBlue as a paragon of customer service and Godin’s comment about mobile phones being commodities at this point – obviously written before the iPhone.
But if you’re a fan of Seth Godin, or are currently working on a new product and need some inspiration, then it’s worth checking out.
Note: The 2010 edition includes an appendix containing stories of companies and organizations that have adopted the Purple Cow philosophy successfully.