eBook PDF / e-Pub Purple Cow: Transform Your Business by Being Remarkable

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Title:Purple Cow: Transform Your Business by Being Remarkable
Format Type:Ebook
Author:
Publisher:Portfolio Hardcover
ISBN:159184021X
ISBN 13:
Number of Pages:160
Category:Business, Non fiction, Buisness, Entrepreneurship

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

PDF, EPUB, MOBI, TXT, DOC Purple Cow: Transform Your Business by Being Remarkable The acclaimed Wall Street Journal and Business Week Bestseller .

You re either a Purple Cow or you re not You re either remarkable or invisible Make your choice .

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don t How do they continue to confound critics and achieve spectacular growth leaving behind former tried and true brands to gasp their last .

Face it the checklist of tired P s marketers have used for decades to get their product noticed Pricing Promotion Publicity to name a few aren t working anymore There s an exceptionally important P that has to be added to the list It s Purple Cow .

Cows after you ve seen one or two or ten are boring A Purple Cow though now that would be something Purple Cow describes something phenomenal something counterintuitive and exciting and flat out unbelievable Every day consumers come face to face with a lot of boring stuff a lot of brown cows but you can bet they won t forget a Purple Cow And it s not a marketing function that you can slap on to your product or service Purple Cow is inherent It s built right in or it s not there Period .

In Purple Cow 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 marketers who want to help create products that are worth marketing in the first place .

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Poke the Box, The Icarus Deception: How High Will You Fly?, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World, Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas, Purple Cow: Transform Your Business by Being Remarkable, The Dip: A Little Book That Teaches You When to Quit (and When to Stick), Linchpin: Are You Indispensable?, Tribes: We Need You to Lead Us, Permission Marketing: Turning Strangers Into Friends And Friends Into Customers, Unleashing the Ideavirus: Stop Marketing AT People! Turn Your Ideas into Epidemics by Helping Your Customers Do the Marketing thing for You.
A tribe is any group of people large or small who are connected to one another a leader and an idea For millions of years humans have been seeking out tribes be they religious ethnic economic political or even musical think of the Deadheads It s our nature br br Now the Internet has eliminated the barriers of geography cost and time All those blogs and social networking sites are helping existing tribes get bigger But more important they re enabling countless new tribes to be born groups of ten or ten thousand or ten million who care about their iPhones or a political campaign or a new way to fight global warming And so the key question Who is going to lead us br br The Web can do amazing things but it can t provide leadership That still has to come from individuals people just like you who have passion about something The explosion in tribes means that anyone who wants to make a difference now has the tools at her fingertips br br If you think leadership is for other people think again leaders come in surprising packages Consider Joel Spolsky and his international tribe of scary smart software engineers Or Gary Vaynerhuck a wine expert with a devoted following of enthusiasts Chris Sharma leads a tribe of rock climbers up impossible cliff faces while Mich Mathews a VP at Microsoft runs her internal tribe of marketers from her cube in Seattle All they have in common is the desire to change things the ability to connect a tribe and the willingness to lead br br If you ignore this opportunity you risk turning into a sheepwalker someone who fights to protect the status quo at all costs never asking if obedience is doing you or your organization any good Sheepwalkers don t do very well these days br br Tribes will make you think really think about the opportunities in leading your fellow employees customers investors believers hobbyists or readers It s not easy but it s easier than you think, We send our kids to school and obsess about their test scores their behavior and their ability to fit in br br We post a help wanted ad and look for experience famous colleges and a history of avoiding failure br br We invest in companies based on how they did last quarter not on what they re going to do tomorrow br br So why are we surprised when it all falls apart br br Our economy is not static but we act as if it is Your position in the world is defined by what you instigate how you provoke and what you learn from the events you cause In a world filled with change that s what matters your ability to create and learn from change br br i Poke the Box i is a manifesto about producing something that s scarce and thus valuable It demands that you stop waiting for a road map and start drawing one instead You know how to do this you ve done it before but along the way someone talked you out of it br br We need your insight and your dreams and your contributions Hurry, The man i Business Week i calls the ultimate entrepreneur for the Information Age explains Permission Marketing the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it br br Whether it is the TV commercial that breaks into our favorite program or the telemarketing phone call that disrupts a family dinner traditional advertising is based on the hope of snatching our attention away from whatever we are doing Seth Godin calls this Interruption Marketing and as companies are discovering it no longer works br br Instead of annoying potential customers by interrupting their most coveted commodity time i Permission Marketing i offers consumers incentives to accept advertising voluntarily Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services By reaching out only to those individuals who have signaled an interest in learning more about a product i Permission Marketing i enables companies to develop long term relationships with customers create trust build brand awareness and greatly improve the chances of making a sale, In Seth Godin s most inspiring book yet he challenges readers to find the courage to treat their work as a form of art Everyone knows that Icarus s father made him wings and told him not to fly too close to the sun But he ignored that warning and plunged to his doom We ve retold this myth and many others like it to generations of kids All these stories have the same lesson Play it safe Obey your parents Listen to the experts It was the perfect propaganda for the industrial economy What boss wouldn t want employees to believe that obedience and conformity are the keys to success But there s another part of the myth that those in power hope you ll forget Icarus was also warned not to fly too low because sea water would ruin the lift in his wings Flying too low is even more dangerous than flying too high because it feels deceptively safe br br The safety zone has moved The propaganda has been exposed and the old promises have been broken Conformity no longer leads to comfort But the good news is that creativity is scarce and more valuable than ever So is choosing to do something unpredictable and brave make art br br Being an artist isn t a genetic disposition or a specific talent It s an attitude we can all adopt It s a hunger to seize new ground make connections and work without a map If you do those things you re an artist no matter what it says on your business card br br Whether you re a teacher engineer doctor middle manager or customer service rep you can fly higher by bringing your best self to work You can care about what you re doing today and how you can improve tomorrow Godin shows us how it s possible and convinces us why it s essential