THE DREAM IN ACTION

I recently read Purple Cow by Seth Godin. Seth is a professional speaker, a writer and an agent of change! It has been said that “Seth Godin may be the best intuitive marketer alive today”.

I’ve read marketing books before and this one is different! The idea of the purple is this…

When you drive by a boring road in the mid-west (and they all are, I speak from experience) you see cows a plenty. You don’t notice them at all, one cow after another and it literally has no affect on you whatsoever. But, if one day you were driving down the same boring mid-west road and you saw a purple cow you would FREAK OUT. You wouldn’t know what to do and you’d probably stop to look at it. But if later that day you continued to drive down the road and every cow was purple you wouldn’t stop anymore. You’d probably still be stunned that you saw purple cows but how long do you think that would last? Eventually you wouldn’t even care that there were purple cows at all.  You’d continue down the boring mid-west road just as you had when the cows were black and white.

At first as Godin explains, a purple cow is something remarkable. It commands demands attention. But, eventually even the remarkable becomes the ordinary and something else ‘remarkabler‘ takes its place.  Godin teaches in Purple Cow how to continually create remarkable products! This book and Godin’s thoughts on the subjects of R&D vs. Marketing and how they are inter-related are invaluable. This book is a must read for any start-up, marketer, or product developer.

Godin’s sums it up best (as the author should) “Marketing is way to important for the marketing department”.