Book Review: Purple Cow and Free Prize Inside

purple cow

 

Years ago I read Seth Godin’s Purple Cow and it changed the way I looked at things. I recently revisited the book, along with its sequel, Free Prize Inside.

 

 

Seth Godin says that in the noisy world we live in, your business needs to be remarkable in order to be noticed and talked about. He says:

 

 

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow.”

In business, we spend a lot of time and effort targeting the masses. We create average products and services for average people. Average doesn’t get noticed or talked about.

You can take a boring or average business and make it worth talking about by adding a purple cow.

“Explore the limits. What if you’re the cheapest, the fastest, the slowest, the hottest, the coldest, the easiest, the most efficient, the loudest, the most hated, the copycat, the outsider, the hardest, the oldest, the newest, the . . . most! If there’s a limit, you should (must) test it.”

How to make a purple cowHow do you create a Purple Cow?

 

 

His sequel to Purple Cow is Free Prize Inside: How to Make a Purple Cow. In this book he suggests that brainstorming doesn’t work. The way to create a purple cow for your business is by exploring the edges, or the extremes and taking your product or service all the way to an extreme. His process for doing this is simple:

 

 

 

“1.Find a product or service that’s completely unrelated to your industry.

2. Figure out who’s winning by being remarkable.

3. Discover which edge they went to.

4. Do that in your own industry.”

 

 

 

I love the idea of doing something different, especially if you are a solo-professional in a commodity industry. If there are hundreds of other professionals doing basically the same thing you do (real estate, financial planning, insurance, law, etc.) then you need something to set yourself apart. What can you do that will be unique to you that will cause people to talk about you. When people talk, your business grows from word of mouth.

Do you have a “Purple Cow” for your business? What is remarkable about you or your business? Do you know a business that has a purple cow that impressed you? Share in the comments below.

 

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