Purple Cow, Soundview Executive SummaryFollowing the traditional rules of marketing just isn’t enough anymore.
In today’s competitive economy, companies that want to create a successful
new product must create a remarkable new product.
According to bestselling author and marketing guru Seth Godin, such a
product is a Purple Cow, a product or service that is worth making a
remark about.
The impact of advertising in newspapers and magazines is fading —
people are overwhelmed with information and have stopped paying atten-
tion to most media messages. To create Purple Cow products, Godin advis-
es companies to stop advertising and start innovating.
Godin recommends that marketers target a niche, and he describes (through an assortment of case studies) effective ways to spread your idea to the consumers who are most likely to buy your product.
Godin claims there isn’t a shortage of remarkable ideas — every business has opportunities to do great things — there’s a shortage of the will to
execute those ideas.
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