Face it, the checklist of tired 'P's marketers have
used for decades to get their product noticed -Pricing, Promotion, Publicity,
to name a few-aren't working anymore. There's an exceptionally important
'P' that has to be added to the list. It's Purple Cow.
Cows, after you've seen one, or two, or ten, are boring. A Purple Cow,
though...now that would be something. Purple Cow describes something phenomenal,
something counterintuitive and exciting and flat out unbelievable. Every
day, consumers come face to face with a lot of boring stuff-a lot of brown
cows-but you can bet they won't forget a Purple Cow. And it's not a marketing
function that you can slap on to your product or service. Purple Cow is
inherent. It's built right in, or it's not there. Period.
In Purple Cow, Seth Godin urges you to put a Purple Cow into everything
you build, and everything you do, to create something truly noticeable.
It's a manifesto for marketers who want to help create products that are
worth marketing in the first place. |
