In Praise of the Purple Cow Written By: Seth Godin Presented By: Adrianne Johnson

“Five P’s” – Choose Handful Product Pricing Promotion Positioning Publicity Packaging Pass along Permission New P to the list- Purple Cow!

Cows In Marketing? Brown Cow- See them many times Boring, do not stick out, even if the best cow Purple Cow- Shines even among excellent cows It is remarkable Must be a leader

Stand out from the herd!

Stand Out I: Going Up! Schindler Elevator Corp. – The Purple Cow Turned every floor into an express Changed the way elevators were sold The Sad Truth About Marketing Just About Anything Most people can’t buy your product Old Rule: Create safe products and combine them with great marketing. Average products for average people New Rue: Create remarkable products that the right people seek out

Stand Out II: Mail Call “Zip+4” Game changing innovation Singled out a few early adopters Lesson: More crowded the marketplace  busier customers  more you need a Purple Cow Why there are so few Purple Cows- Thought that opposite of remarkable is “bad” Rare because people are afraid  Point: Boring always leads to failure!

Stand Out III: The Color of Money Dutch Boy Paint – New can Marketing where the marketer changes the product, not the ads. Why It Pays to Be a Purple Cow Don’t have to be great all the time to enjoy benefits Must do two things after creating something remarkable: 1) Milk the cow for everything it’s worth 2) Build environment where a new Purple Cow will be invented to replace the new one in time

10 Ways to raise a purple cow 1) Differentiate your customers 2) Pick one underserved niche to target 3) Create two teams: inventors and milkers 4) Have addresses of the 20% of the customer base that loves what you do 5) Do “unsafe” things every time you have the chance 6) Explore the limits 7) Think small 8) Do things that are “just not done” in your industry 9) Ask, “why not?” 10) Tell the truth inside your company and to your customers