Table Of Content

frontmatter 28/10/03 12:10 pm Page 1 Purple Cow Transform Your Business By Being Remarkable Seth Godin visit Penguin at: www.penguin.com epenguin frontmatter 28/10/03 12:10 pm Page 2 about the author Seth Godin is the author of four worldwide bestsellers including Permission Marketing, Unleashing the Ideavirus and Survival is Not Enough.He is a renowned public speaker and is contributing editor at Fast Company magazine.You can find him at www.sethgodin.com This is a work of fiction. Names, characters, places, and incidents are either the product of the author’s imagination or are used fictitiously, and any resemblance to actual persons, living or dead, business establishments, events or locales is entirely coincidental. Purple Cow Portfolio Book / published by arrangement with the author All rights reserved. Copyright ©2002 by Do You Zoom, Inc. This book may not be reproduced in whole or part, by mimeograph or any other means, without permission. Making or distributing electronic copies of this book constitutes copyright infringement and could subject the infringer to criminal and civil liability. For information address: The Berkley Publishing Group, a division of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. The Penguin Putnam Inc. World Wide Web site address is http://www.penguinputnam.com ISBN: 0-7865-4431-7 PORTFOLIO BOOK® Portfolio Books first published by Penguin Publishing Group, a member of Penguin Putnam Inc., 375 Hudson Street, New York, New York 10014. Portfolio and the "Portfolio" design are trademarks belonging to Penguin Putnam Inc. Electronic edition: February 2004 Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page v In Memory of Lionel Poilane, Remarkable in Every Way. (cid:1) Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page vi Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page vii Contents NOT ENOUGH Ps 1 THE NEW P 2 BOLDFACED WORDS AND GUTSY ASSERTIONS 3 BEFORE, DURING, AND AFTER 4 THE GREATEST THING SINCE SLICED BREAD 5 DID YOU NOTICE THE REVOLUTION? 5 WHY YOU NEED THE PURPLE COW 8 THE DEATH OF THE TV-INDUSTRIAL COMPLEX 13 BEFORE AND AFTER 17 CONSIDER THE BEETLE 18 WHAT WORKS? 20 WHY THE WALL STREET JOURNALANNOYS ME SO MUCH 21 AWARENESS IS NOT THE POINT 23 THE WILL AND THE WAY 24 CASE STUDY: GOING UP? 25 CASE STUDY: WHAT SHOULD TIDE DO? 27 GETTING IN 28 IDEAS THAT SPREAD, WIN 31 THE BIG MISUNDERSTANDING 33 WHO’S LISTENING? 35 vii Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page viii Contents CHEATING 38 WHO CARES? 39 NOT ALL CUSTOMERS ARE THE SAME 41 THE LAW OF LARGE NUMBERS 42 CASE STUDY: CHIP CONLEY 44 THE PROBLEM WITH THE COW 45 FOLLOW THE LEADER 51 CASE STUDY: THE AERON CHAIR 53 PROJECTIONS, PROFITS, AND THE PURPLE COW 55 CASE STUDY: THE BEST BAKER IN THE WORLD 58 MASS MARKETERS HATE TO MEASURE 59 CASE STUDY: LOGITECH 60 WHO WINS IN THE WORLD OF THE COW 61 CASE STUDY: A NEW KIND OF KIWI 62 THE BENEFITS OF BEING THE COW 63 CASE STUDY: THE ITALIAN BUTCHER 65 WALL STREET AND THE COW 66 THE OPPOSITE OF “REMARKABLE” 67 THE PEARL IN THE BOTTLE 68 THE PARODY PARADOX 70 SEVENTY-TWO PEARL JAM ALBUMS 72 CASE STUDY: CURAD 74 SIT THERE, DON’T JUST DO SOMETHING 75 CASE STUDY: UNITED STATES POSTAL SERVICE 77 viii Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page ix Contents IN SEARCH OF OTAKU 79 CASE STUDY: HOW DUTCH BOY STIRRED UP THE PAINT BUSINESS 81 CASE STUDY: KRISPY KREME 83 THE PROCESS AND THE PLAN 85 THE POWER OF A SLOGAN 87 CASE STUDY: THE HÄAGEN-DAZS IN BRONXVILLE 89 SELL WHAT PEOPLE ARE BUYING (AND TALKING ABOUT!) 90 THE PROBLEM WITH COMPROMISE 92 CASE STUDY: MOTOROLA AND NOKIA 93 THE MAGIC CYCLE OF THE COW 94 WHAT IT MEANS TO BE A MARKETER TODAY 96 MARKETERS NO LONGER: NOW WE’RE DESIGNERS 98 WHAT DOES HOWARD KNOW? 99 DO YOU HAVE TO BE OUTRAGEOUS TO BE REMARKABLE? 102 CASE STUDY: MCDONALD’S FRANCE 103 BUT WHAT ABOUT THE FACTORY? 104 THE PROBLEM WITH CHEAP 106 CASE STUDY: WHAT SHOULD HALLMARK.COM DO? 108 ix Purple Cow-1st Print_crx.qrk 7/15/03 10:10 AM Page x Contents WHEN THE COW LOOKS FOR A JOB 110 CASE STUDY: TRACEY THE PUBLICIST 112 CASE STUDY: ROBYN WATERS GETS IT 113 CASE STUDY: SO POPULAR, NO ONE GOES THERE ANYMORE 114 IS IT ABOUT PASSION? 117 TRUE FACTS 119 BRAINSTORMS 122 SALT IS NOT BORING—EIGHT MORE WAYS TO BRING THE COW TO WORK 136 BRAND AND COMPANY INDEX 138 WHAT WOULD ORWELL SAY? 142 ABOUT THE AUTHOR 143 MORE INFORMATION 144 DRINK A PURPLE COW—FOR FREE! 145 x