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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.

NOT ENOUGH Ps

THE NEWP

BOLDFACED WORDS AND GUTSY ASSERTIONS

BEFORE, DURING, AND AFTER

THE GREATEST THING SINCE SLICED BREAD

DID YOU NOTICE THE REVOLUTION?

WHY YOU NEED THE PURPLE COW

THE DEATH OF THETV-INDUSTRIAL COMPLEX

BEFORE AND AFTER

CONSIDER THE BEETLE

WHAT WORKS?

WHY THE WALL STREETJOURNAL ANNOYS

ME SO MUCH

AWARENESS IS NOT THE POINT

THE WILL AND THE WAY

CASE STUDY: GOING UP?

CASE STUDY: WHAT SHOULD TIDE DO?

GETTING IN

IDEAs THAT SPREAD, WIN

THE BIG MISUNDERSTANDING

WHO'S LISTENING?

……

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现在的人太忙了，大部分人可能忽略你，不管你做多少广告。用户本身也吹毛求疵，因此，千万不要认为自己做的是一个人人都需要的产品就万事大吉了

企业越来越能了解什么能了解消费者的需求，甚至可以更好地满足这种需求，但同时消费者心目中的标准也越来越高。有一天消费者会告诉你，你能够想到的每一样东西我现在都有了。这绝不是开玩笑

书籍介绍

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.