I bought a copy of Seth Godin’s the two years ago before leaving on a trip to Kathmandu. Nepal. I was going for a two month be because of a seminar and wanted to do some airplane reading because it was a long flight.
In my haste to leave. I forgot about the book and left it at home. By the time I went back home. I wasn’t really in the mood to read it and so left it on the bookshelf where it got dusty.
Fast forward two years. Three weeks ago. I took out the book and flipped a few pages because I was bored. And gradually over the course of a few days. I finished the color Cow. I thought it’ll be good to finally do a short review of it.
The main reason why I bought the schedule in the first place was because it was light reading. There’s only 145 pages and from what I’ve sampled it was written in an informal conversational style and it wasn’t like a business textbook which is great.
The concept of the is the core of the entire book and I’ll try to pull out some examples offered by Godin on what constitutes and defines the Purple Cow. This will furnish you a good idea of what the book is about.
Seth Godin first mentions the idea of the color Cow when describing his trip to France and how he sat in a car while driving through pastures with grazing cows:
Cows after you’ve seen them for a while are boring. They may be perfect cows attractive cows cows with great personalities cows lit by beautiful light but they’re still boring. A Purple Cow though. Now that would be interesting. (For a while.)
The essence of the Purple Cow is that it must be remarkable. In fact if “remarkable” started with a P. I could probably dispense with the cow subterfuge but what can you do? This book is about the why the what and the how of remarkable.
If being a color Cow is such an easy effective way to break through the clutter why doesn’t everyone do it? Why is it so hard to be Purple? Some folks would like you to accept that there are too few great ideas or that their product or their industry or their affiliate can’t support a great idea. This of course is nonsense.
The Cow is so rare because people are afraid. If you’re remarkable it’s likely that some people won’t like you. That’s part of the definition of remarkable. Nobody gets unanimous praise– ever. The best the timid can wish for is to be unnoticed. Criticism comes to those who stand out.
Well creators of the Purple Cow must measure as come up. Every product every interaction every policy is either working (persuading sneezers and spreading the word) or not. Companies that measure will quickly optimize their offerings and make them more virus-worthy.
As it becomes easier to monitor informal consumer networks the winners will be companies that figure out what’s working fastest–and do it more (and figure out what’s not working–and kill it).
Once you’ve managed to create something truly remark-able the challenge is to do two things simultaneously: 1) draw the Cow for everything it’s worth. Figure out how to extend it and acquire from it for as long as pos-sible. 2) Create an environment where you are likely to invent a new Purple Cow in time to replace the first one when its benefits inevitably trail off.
Of course you need to realize that the Purple Cow is all about taking risks and going all out especially when you are in a very competitive field (
Sooner or later you’ll come to realize that The Purple Cow is unpredictable and it’s something you’ll undergo to create through trial and error (
So is there a foolproof way to create a Purple Cow everytime? Of cover not.. Looking in our rear-view mirror we can always say. “Of course that worked.” By definition a genuine Purple Cow is some-thing that was remarkable in just the right way. When we take our eyes off the rear-view mirror though creating a Purple Cow suddenly gets a lot more difficult.
The system is pretty simple: Go for the edges. Challenge yourself and your team to describe what those edges are (not that you’d actually go there) and then test which edge is most likely to deliver the marketing and financial results you seek.
By reviewing every other P – your pricing your packag-ing and so forth–you draw out where your edges are and where your competition is. Without understand-ing this landscape you can’t go to the next step and figure out which innovation you can support.
It’s not the tactics or the intend that joins the Purple Cow products together. It’s the process organizations use to discover (intentionally or accidentally) the fringes that alter their products remarkable.
Basically that’s the Purple Cow and how it can help your business. What do I think of the schedule? I thought it was an interesting read particularly because Godin used a lot of mini case-studies to highlight his theories.
Another thing I liked about it was that there were ‘takeaway points’ a short blurb after each case study for you to jot down and remember. This is useful when you want to take notes after reading but are too lazy to scan through the book.
Sometimes books like this can be difficult to ‘use’. There’s a lot of ideas so what you really need to do is to extract the essence and apply it to a concrete problem. For example after reading each chapter. I wrote down lines which I thought were interesting and then ‘converted’ them into actions or tasks to do.
This allows me to process what I’ve construe and turn them into something I can immediately use to improve my websites. I know very well that if I just read the Purple Cow and then left it alone. I would certainly forget the principles or ideas within soon enough. The same thing happens to college courses doesn’t it?
The ideas contained in the color Cow have been repeated by many thinkers bloggers and marketers in different formats so some of what you read may be familiar. However this isn’t really a
All in all the color Cow is a good construe and if you do get it enjoy the ideas and remember to put them into learn. A book desire this waxes poetic on marketing ideologies but it’s useless if you don’t take that big step to create a Purple Cow.
But it has given me the confidence to be different i e to go for the edges and not to always follow the displace.
Loved Purple Cow. Make sure to post about The Big Moo - I’d love to hear your take on it when you read it.
My only issue with color Cow or any of the Seth Godin books is that I love what Seth talks about so much. I wish he’d apply it more to the demographic I work with. I know he talks about big biz but it would be so awesome to get the official SG stance on ittybizzez. (Hmm. That doesn’t work so well in plural does it?)
I continue to be encouraged and educated by your postings/articles/etc some of your personal methods are clearly in agreement with the way that we have structured our teen business magazine and I’m glad to see that parralel because I believe you make ameliorate sense - and it affirms my own confidence in our methods too.
I’ll undergo to analyse out The Big Moo. Seth’s cram can be applied to small businesses… I guess we just be to re-frame it in the right context. His call is a little vague at times but I think that’s because he is pretty much a theorist.@robyn collins
I’ve been hearing about Joyner’s book for a while… guess I’ll check it out and see what he has to say. Thanks for the recommendation!
Maki,I hope you made it to Tiger Tops when you were in Katmandu. The conceive of taking safaris via elephant were fantastic!I’ve read four of Seth’s books all of which have been inspirational as well as thought provoking. I’m looking forward to reading his Permission Marketing schedule soon. Seth’s personal daily blog sethgodin com is great to. Seth has a tighten grasp of the big picture where marketing is concerned. Love your site it’s excellent. Thank You!
I’ve read all of Seth Godin’s books (except for the Big Red Fez). I also enjoyed the color Cow and the concept of being remarkable. For me (I’m 47) Seth inspires me to think and act differently. His writing reminds me of how the world keeps evolving and that as an individual - I should keep evolving too. Sometimes it’s too easy to go into the trap of doing things the way they’ve always been done. Having a guy like Seth nudge you out of that rut from time-to-time is a good thing.
heyI liked this review of Godin’s book. Especially your inform ta the end that its not a how-to book. I would say its more a stimulator-of-thought schedule. I still think the label ‘Purple Cow’ is more for marketing and PR purposes though his insistence on using a ‘P’ word makes sense being a strict four-P marketer. What do you think?Hersh
I think that Purple Cow would have in fact been a good schedule to read on the plan to Nepal. His writing style is fun and there are lot of examples. Rather than trying to carry across ideas in a theoretical approach the ideas are presented with a lot of practical examples that alter reading enjoyable and ‘light’.
“Free consider inside” is similar to Purple Cow… very easy to pick up and read again to get inspiration.
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