PURPLE COW

YOU'RE EITHER A PURPLE COW OR YOU'RE NOT. YOU'RE EITHER REMARKABLE OR INVISIBLE. MAKE YOUR CHOICE. WHAT DO APPLE, STARBUCKS, DYSON AND PRET A MANGER HAVE IN COMMON? HOW DO THEY ACHIEVE SPECTACULAR GROWTH, LEAVING BEHIND FORMER TRIED-AND-TRUE BRANDS TO GASP THEIR LAST? THE OLD CHECKLIST OF P'S USED BY MARKETERS - PRICING, PROMOTION, PUBLICITY - AREN'T WORKING ANYMORE. THE GOLDEN AGE OF ADVERTISING IS OVER. IT'S TIME TO ADD A NEW P - THE PURPLE COW."PURPLE COW" DESCRIBES SOMETHING PHENOMENAL, SOMETHING COUNTERINTUITIVE AND EXCITING AND FLAT-OUT UNBELIEVABLE. IN HIS NEW BESTSELLER, SETH GODIN URGES YOU TO PUT A PURPLE COW INTO EVERYTHING YOU BUILD, AND EVERYTHING YOU DO, TO CREATE SOMETHING TRULY NOTICEABLE. IT'S A MANIFESTO FOR ANYONE WHO WANTS TO HELP CREATE PRODUCTS AND SERVICES THAT ARE WORTH MARKETING IN THE FIRST PLACE.