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The cover of Purple Cow

Purple Cow

Seth Godin

Ordinary, safe marketing gets ignored, so what makes a product remarkable enough that people notice and talk about it?

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At a glance

Author
Seth Godin

Why read it

  • You will understand why something good but familiar gets ignored, and what to change about it
  • You will have a simple test for any product or idea: is it remarkable enough to be worth talking about
  • You will learn why simply making more people aware of a product is not the goal

Who it is for

  • A founder with a decent product that nobody talks about
  • A marketer whose ad budget keeps buying less
  • A manager asked to grow a mature, crowded business

Contents

  1. Not Enough Ps
  2. The New P
  3. Boldfaced Words and Gutsy Assertions
  4. Before, During, and After
  5. The Greatest Thing Since Sliced Bread
  6. Did You Notice the Revolution?
  7. Why You Need the Purple Cow
  8. The Death of the TV-Industrial Complex
  9. Before and After
  10. Consider the Beetle
  11. TV-INDUSTRIAL COMPLEX PRODUCTS
  12. PURPLE COW PRODUCTS
  13. What Works?
  14. Why The Wall Street Journal Annoys Me So Much
  15. Awareness Is Not the Point
  16. The Will and the Way
  17. Case Study: Going Up?
  18. Case Study: What Should Tide Do?
  19. Getting In
  20. Ideas That Spread, Win
  21. The Big Misunderstanding
  22. Who’s Listening?
  23. Cheating
  24. Who Cares?
  25. Not All Customers Are the Same
  26. The Law of Large Numbers
  27. Case Study: Chip Conley
  28. The Problem with the Cow
  29. Follow the Leader
  30. Case Study: The Aeron Chair
  31. Projections, Profits, and the Purple Cow
  32. Case Study: The Best Baker in the World
  33. Mass Marketers Hate to Measure
  34. Case Study: Logitech
  35. Who Wins in the World of the Cow
  36. Case Study: A New Kind of Kiwi
  37. The Benefits of Being the Cow
  38. Case Study: The Italian Butcher
  39. Wall Street and the Cow
  40. The Opposite of “Remarkable”
  41. The Pearl in the Bottle
  42. The Parody Paradox
  43. Seventy-two Pearl Jam Albums
  44. Case Study: Curad
  45. Sit There, Don’t Just Do Something
  46. Case Study: United States Postal Service
  47. In Search of Otaku
  48. Case Study: How Dutch Boy Stirred Up the Paint Business
  49. Case Study: Krispy Kreme
  50. The Process and the Plan
  51. The Power of a Slogan
  52. Case Study: The Häagen-Dazs in Bronxville
  53. Sell What People Are Buying (and Talking About!)
  54. The Problem with Compromise
  55. Case Study: Motorola and Nokia
  56. The Magic Cycle of the Cow
  57. What It Means to Be a Marketer Today
  58. Marketers No Longer: Now We’re Designers
  59. What Does Howard Know?
  60. Do You Have to Be Outrageous to Be Remarkable?

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