Imagine you’re driving down a country road on a lazy Sunday afternoon. The sun is shining, and the breeze is gentle.
As you cruise along, you pass field after field of cows. Black and white cows, brown cows, maybe even a few tan ones. After a while, they all start to blend together.
Cow after cow, field after field. Boring, right?
But what if, in the middle of all those ordinary cows, you suddenly spotted a bright purple cow?
You’d slam on the brakes, wouldn’t you? You might even turn the car around to get a better look.
You’d definitely tell your friends about it when you got home. “You won’t believe what I saw today – a purple cow!”
That, in a nutshell, is the essence of Seth Godin’s Purple Cow Theory. It’s all about being remarkable in a world full of the ordinary.
Who is Seth Godin?
Before we dive deeper into the theory, let’s talk about the man behind it.
Seth Godin is a marketing guru, entrepreneur, and author who has been shaking up the business world for decades.
He’s written numerous bestselling books, including “Permission Marketing,” “Tribes,” and of course, “Purple Cow.”
Godin is known for his unconventional thinking and his ability to spot trends before they happen. He’s not afraid to challenge the status quo and encourages others to do the same.
In a world where many business experts stick to tried-and-true methods, Godin is always pushing for innovation and creativity.
The Birth of the Purple Cow
So, how did Godin come up with the Purple Cow Theory?
The story goes that he was on a family vacation in France, driving through the countryside. At first, the cows in the fields were interesting to look at. But after a while, they became boring.
Godin realized that a purple cow – something truly remarkable – would have captured his attention and held it.
This got him thinking about marketing and how businesses could stand out in a crowded marketplace.
He realized that being “very good” wasn’t enough anymore.
To truly succeed, a product or service needed to be remarkable – worthy of being remarked about.
The Core of the Purple Cow Theory
At its heart, the Purple Cow Theory is simple: to succeed in today’s oversaturated markets, you need to be remarkable.
You need to be the purple cow in a field of ordinary brown cows.
But what does “remarkable” really mean?
According to Godin, it’s not just about being different for the sake of being different. It’s about creating something so innovative, so interesting, or so useful that people can’t help but talk about it.
Think about it. When was the last time you told a friend about a perfectly ordinary experience you had? Probably never.
But I bet you’ve raved about a restaurant with amazing food and service, or complained about a terrible customer service experience, or shared a funny commercial on social media.
That’s the power of being remarkable. It gets people talking, and in today’s connected world, word-of-mouth is more powerful than ever.
The Core of the Purple Cow Theory
Godin argues that traditional marketing – the kind that interrupts people with TV commercials, radio ads, and billboards – is losing its effectiveness.
We’re bombarded with thousands of marketing messages every day, and we’ve learned to tune most of them out.
Think about your own behavior. Do you watch TV commercials, or do you skip through them?
Do you read every piece of junk mail you receive, or does most of it go straight into the recycling bin?
Do you click on banner ads online, or have you trained yourself to ignore them?
The problem, Godin says, is that most products and services are boring. They’re designed to appeal to the largest possible audience, which means they end up being average. And average doesn’t get noticed or talked about.
How to Be a Purple Cow
So, how do you become a purple cow in your industry? Here are some key principles from Godin’s theory:
1. Be Innovative: Don’t just copy what your competitors are doing. Look for new ways to solve problems or meet needs.
2. Take Risks: Being remarkable often means doing things that might not work. Be willing to fail in pursuit of something great.
3. Focus on Your Early Adopters: Don’t try to please everyone. Focus on the customers who are most likely to appreciate your uniqueness and spread the word.
4. Keep Evolving: What’s remarkable today might be ordinary tomorrow. Keep innovating to stay ahead of the curve.
5. Tell a Story: People remember stories better than facts and figures. Create a narrative around your product or service that people will want to share.
Real-World Purple Cows
Let’s look at some examples of companies and products that have successfully applied the Purple Cow Theory:
1. Apple: From the first Macintosh to the iPhone, Apple has consistently created products that stand out from the crowd. They don’t just sell computers or phones; they sell an experience and a lifestyle.
2. Tesla: Electric cars weren’t new when Tesla came along, but they made them cool and desirable. From their sleek designs to their advanced technology, Tesla cars are definitely purple cows in the automotive industry.
3. Airbnb: When Airbnb launched, the idea of staying in a stranger’s home seemed weird to many people. But by focusing on unique experiences and local flavor, they’ve transformed the travel industry.
4. Dollar Shave Club: Their viral launch video and subscription model for razor blades shook up a stagnant industry dominated by a few big players.
5. Zappos: In an industry not known for customer service, Zappos made it their primary focus, even offering to pay employees to quit if they weren’t fully committed to the company’s culture.
The Challenges of Being a Purple Cow
While the Purple Cow Theory sounds great in principle, it’s not always easy to implement. Here are some challenges you might face:
1. Fear of Standing Out: Many businesses are afraid to be too different, worried they might alienate potential customers.
2. Resistance to Change: If you’re successful with your current approach, it can be hard to take risks on something new.
3. Cost: Creating something truly innovative often requires significant investment.
4. Maintaining Remarkability: Once you’ve become remarkable, you need to keep innovating to stay that way.
5. Copycat Competitors: If your purple cow strategy works, others will try to imitate it.
Criticism of the Purple Cow Theory
While many marketers and business leaders have embraced Godin’s ideas, the Purple Cow Theory isn’t without its critics. Some argue that:
1. Not Every Business Can Be Remarkable: Some industries or products are inherently “boring” and can’t easily be made remarkable.
2. Being Different Isn’t Always Good: Sometimes, customers just want a reliable, consistent product or service.
3. It Can Lead to Gimmicks: In an effort to stand out, some businesses might create “purple cows” that are more style than substance.
4. It’s Not Sustainable: Constantly innovating and being remarkable can be exhausting and expensive.
These are valid points, and they highlight the importance of applying the Purple Cow Theory thoughtfully and in ways that make sense for your specific business and industry.
Beyond the Purple Cow: The Future of Marketing
While the Purple Cow Theory was introduced in 2003, its core principles are perhaps even more relevant today. In our digital age, where anyone can start a business and reach a global audience, standing out is more important than ever.
But the ways we can be remarkable are also evolving. Here are some trends that are shaping the future of marketing:
1. Personalization: Using data and AI to create personalized experiences for each customer.
2. Purpose-Driven Brands: Consumers, especially younger ones, are increasingly drawn to brands that stand for something beyond just making money.
3. Authenticity: In a world of polished social media presence, brands that show their human side can stand out.
4. Interactive Experiences: From augmented reality apps to interactive video, technology is enabling new ways to engage customers.
5. Micro-Influencers: Instead of celebrity endorsements, many brands are working with smaller, more niche influencers who have highly engaged followings.
Applying the Purple Cow Theory to Your Life and Career
While Godin’s theory was originally about marketing products and services, its principles can be applied more broadly.
In today’s competitive job market, for example, being a “purple cow” can help you stand out from other candidates.
This doesn’t mean dyeing your hair purple or wearing outrageous clothes to job interviews. Instead, it might mean developing a unique skill set, creating an innovative project in your field, or finding creative ways to demonstrate your value to potential employers.
The same goes for personal branding. In a world where everyone has a social media presence, how can you make yours remarkable?
Maybe it’s by sharing unique insights about your industry, creating entertaining content related to your hobbies, or using your platform to advocate for causes you care about.
Conclusion: Embracing Your Inner Purple Cow
The Purple Cow Theory isn’t just about marketing – it’s a mindset. It’s about refusing to settle for average and constantly pushing yourself to be remarkable.
In a world that often encourages conformity, being a purple cow takes courage. It means being willing to stand out, to take risks, and sometimes to fail.
But it also means having the chance to create something truly special – something that captures people’s attention and imagination.
So, ask yourself: In your field of brown cows, how can you be purple? What can you do that’s so innovative, so interesting, or so valuable that people can’t help but take notice and spread the word?
You don’t have to revolutionize your entire industry overnight. Start small. Look for one aspect of your product, service, or personal brand that you can make remarkable. Then, build from there.
In the end, the goal isn’t just to be different for the sake of being different. It’s about making a meaningful difference – creating value in a way that gets noticed and appreciated.
It’s about turning heads, starting conversations, and ultimately, making an impact.
So go ahead, embrace your inner purple cow. The field is waiting for you to stand out.
