Transform Your Business by Being Remarkable

Purple Cow
Seth Godin
Transform Your Business by Being Remarkable
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What makes a great product?
Not advertising, advertising is intrusive. We don’t want advertising, and we don’t watch advertising. So advertising is gone. Mass is gone. It is sooo XXth. Daddy’s marketing. Average products for average people is risky business. Consumers don’t care about you, they are drowned by choice, of products that all look the same. Plus they don’t have the time for you. Too many choices, too little time.
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Today, most products are boring. While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. Cows were invisible. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring.
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The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable (“otaku” in Japanese). That’s what is talked about (what is worth making a remark about).
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So the only way now to gain attention in a market, is to make a remarkable product. We are all in the fashion business. Your one chance for success is to be remarkable. Make an offer that your targeted customers will desire, and talk about. They will want it just because it addresses their wants and needs. That’s how you make and market remarkable offers. Ideas that spread win.
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All you have to do is figure out what people want… and give it to them.
Innovate or die. That’s all folks!
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