Purple Cow

Posted: February 8, 2010 in AudioBook Summaries

-Seth Godin

A purple cow is a product that stands out from similar products.
A remarkable idea is only remarkable the first time people see it, then once they start seeing more of it, and similar products, it becomes regular, and a new remarkable idea must be created.
Most people wait till a leader breaks away with a good idea, then they follow the leader, so that there is no risk, like a flock of birds: the leader has all the wind resistance while the other birds just follow the leader.
If they follow the wrong idea, they will fail. It’s more risky and hence more difficult to be a leader, as you need a new idea.
Making a safe product is the riskiest thing you can do.
If it doesn’t stand out from the rest of the market, it’s not going to be as successful as a product that stands out from other products.
Irregular products stand out from regular products.
The opposite of remarkable is very good.
No one talks about how the airline got you to your destination, because that’s what you expect from them. People talk about the airline that gives you free food, or bumps you up a class.
Having a ‘purple cow’ product is what makes people choose your product over similar ones, because they want the free item or service that other products do not include.



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