Purple Cow - Seth Godin www.canny.com.sg Looking for SEO in Singapore, or any digital marketing services? Contact us.

1. Purple Cow
transform your business by being remarkable
Seth Godin

2. Why Purple Cow?
Purple Cow - Stand out from all other 'cows'
that may be as good or equally excellent.
Remarkable Marketing
The art of building things worth noticing right
into your product or service.

3. purple meat bits
Today, the one
sure way to fail
is to be boring.
Old Rule: Create safe products and
combine them with great marketing.
New Rule: Create remarkable products
that the right people seek out.
• In a crowded marketplace, fitting in is failing.
• Marketing is now built into the product itself and its attributes.
• It will not be easy raising a purple cow.

4. Real-World Purple Cows
bic pens
jet blue airways
starbucks
replaced fountain pens
low cost; online air ticketing system
your third place

5. The Purple Plan
1. Sell what people are buying
2. Focus on the early adopters and sneezers
3. Make it remarkable enough for them to pay
attention
4. Make it easy for them to spread
5. Let it work its own way to the mass
market

6. 01:
Sell what people are
buying
PURPLE COW - TESTED
▶ New marketing ideas
02:
Focus on the early
adopters and sneezers
▶ Fast Company readers love new
ideas
▶ Book is sent free with just the
reader paying $5 to cover for
postage and handling

7. 03:
Make it remarkable enough
for them to pay attention
PURPLE COW - TESTED
▶ Books were sent in real milk
cartons!
▶Not available in Amazon and not
available for sale one at a time
04:
Make it easy for them to
spread
▶ Books were sold in packs of 12
for $60

8. 05:
Let it work its own way to
the mass market
PURPLE COW - TESTED
▶ Open it to the market – online,
local bookstores
▶Content/Idea should be
remarkable enough

9. 1O WAYS
TO RAISEA PURPLE COW
Differentiate and choose your customers.
Launch another product that competes with your own and targeting
another market
Create two teams – investors and milkers. Rotate people around.
Do something special for your loyal customers.
Remarkable is not about changing the biggest machines. It can be in the
service, price, packaging.

10. 1O WAYS
TO RAISEA PURPLE COW
Explore the Limits – If there’s a limit test it.
Think small and start from there.
Find things that are ‘just not done’ in your industry and then go ahead
and do them.
Ask ‘Why not?’ on the things that you do not do
Simply tell the truth inside your company and to your customers.

11. try it be
REMARKABLE