9781591840213

Godin uses the principle of the Purple Cow to show businesses how to leave behind their boring marketing strategies and stand out from the herd. Risky, edgy, and enlightening, Purple Cow will stand with Malcolm Gladwell's The Tipping Point and Godin's other books as classics of business innovation.

Seth Godin is the worldwide bestselling author of Permission Marketing, Unleashing the Ideavirus, and Survival Is Not Enough. He is a renowned public speaker, has started several successful companies, and is a contributing editor at Fast Company magazine. You can find him at www.sethgodin.com.

Not Enough Ps

1

(1)

The New P

2

(1)

Boldfaced Words and Gutsy Assertions

3

(1)

Before, During, and After

4

(1)

The Greatest Thing Since Sliced Bread

5

(1)

Did You Notice the Revolution?

5

(3)

Why You Need the Purple Cow

8

(5)

The Death of the TV-Industrial Complex

13

(4)

Before and After

17

(1)

Consider the Beetle

18

(2)

What Works?

20

(1)

Why the Wall Street Journal Annoys Me So Much

21

(2)

Awareness is Not the Point

23

(1)

The Will and the Way

24

(1)

Case Study: Going Up?

25

(2)

Case Study: What Should Tide Do?

27

(1)

Getting In

28

(3)

Ideas That Spread, Win

31

(2)

The Big Misunderstanding

33

(2)

Who's Listening?

35

(3)

Cheating

38

(1)

Who Cares?

39

(2)

Not All Customers Are the Same

41

(1)

The Law of Large Numbers

42

(2)

Case Study. Chip Conley

44

(1)

The Problem with the Cow

45

(6)

Follow the Leader

51

(2)

Case Study: The Aeron Chair

53

(2)

Projections, Profits, and the Purple Cow

55

(3)

Case Study: The Best Baker in the World

58

(1)

Mass Marketers Hate to Measure

59

(1)

Case Study: Logitech

60

(1)

Who Wins in the World of the Cow

61

(1)

Case Study: A New Kind of Kiwi

62

(1)

The Benefits of Being the Cow

63

(2)

Case Study: The Italian Butcher

65

(1)

Wall Street and the Cow

66

(1)

The Opposite of ``Remarkable''

67

(1)

The Pearl in the Bottle

68

(2)

The Parody Paradox

70

(2)

Seventy-Two Pearl Jam Albums

72

(2)

Case Study: Curad

74

(1)

Sit There, Don't Just Do Something

75

(2)

Case Study: United States Postal Service

77

(2)

In Search of Otaku

79

(2)

Case Study: How Dutch Boy Stirred Up the Paint Business

81

(2)

Case Study: Krispy Kreme

83

(2)

The Process and the Plan

85

(2)

The Power of a Slogan

87

(2)

Case Study: The Haagen-Dazs in Bronxville

89

(1)

Sell What People Are Buying (And Talking About!)

90

(2)

The Problem with Compromise

92

(1)

Case Study: Motorola and Nokia

93

(1)

The Magic Cycle of the Cow

94

(2)

What it Means to Be a Marketer Today

96

(2)

Marketers No Longer: Now We're Designers

98

(1)

What Does Howard Know?

99

(3)

Do You Have to Be Outrageous to Be Remarkable?

102

(1)

Case Study: McDonald's France

103

(1)

But What About the Factory?

104

(2)

The Problem with Cheap

106

(2)

Case Study: What Should Hallmark.Com Do?

108

(2)

When the Cow Looks for a Job

110

(2)

Case Study: Tracey the Publicist

112

(1)

Case Study: Robyn Waters Gets It

113

(1)

Case Study: So Popular, No One Goes There Anymore

114

(3)

Is It About Passion?

117

(2)

True Facts

119

(3)

Brainstorms

122

(14)

Salt is Not Boring--Eight More Ways to Bring the Cow to Work

136

(2)

Brand and Company Index

138

(4)

What Would Orwell Say?

142

(1)

About the Author

143

(1)

More Information

144

(1)

Drink a Purple Cow--For Free!

145

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Purple Cow

Purple Cow

159184021X

Summary

Author Biography

Table of Contents

Supplemental Materials

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