PURPLE COW BY SETH GODIN

Key Concepts of Purple Cow by Seth Godin

• The Purple Cow (Remarkability): The central metaphor for something dynamic, different, interesting, and worth talking about. In a crowded marketplace, being merely "very good" is invisible. You must be remarkable to survive and thrive.
• The End of the TV-Industrial Complex: Godin argues that traditional mass media advertising (like TV ads) is a dying strategy. Consumers are too busy or have too many choices to pay attention to average products. The only effective strategy now is to build something so unique that people choose to talk about it.
• The Importance of Sneezers (Early Adopters): The people who spread the word are crucial. Marketers should focus their efforts on finding "sneezers"—innovators and early adopters who are eager to try new things and influence others within their social circles.
• Design In, Not Bolt On: Remarkability cannot be an afterthought added at the end of the marketing process. It must be designed into the product or service from the very beginning. The product is the marketing.
• OTIM (Only Thing I MIGHT): Customers don't have to listen to you. They only pay attention to the "Only Thing I Might" be interested in. Your product must be this "thing" to cut through the noise.
• The Continuous Cycle of Remarkability: Once your Purple Cow is successful, it becomes the new standard, and thus, average. Godin stresses the necessity of continuous innovation and reinvention, constantly seeking the next remarkable idea to stay ahead.
• Focus on a Niche Market: Don't try to appeal to everyone. Focus intensely on a small, specific audience ("early adopters" or "sneezers") who are passionate about your unique offering. They will then spread the idea to the mainstream.