Exclusive extract from Seth Godin bestseller Purple Cow
EXCLUSIVE - Are you invisible? You have a choice. In our data-deluged world, advertising is no longer able to help you market average products to average people. The mass market that built so many great brands can no longer support you. You can choose to waste your time and money with an advertising-based strategy, or you can choose a different path.
'Purple Cow' is already a New York Times and Wall Street Journal bestseller. It's all about how companies can transform themselves by becoming remarkable.
Being safe is risky. Boring always leads to failure. Very good is an everyday occurrence and hardly worth mentioning. To be a Purple Cow is to be remarkable.
Your company, your brand and your career need something besides jingles, slogans and pretty ads to cut through the clutter. Only the exceptional, the amazing and the remarkable have the chance to build awareness, word of mouth and profits.
Seth Godin urges you to put a Purple Cow into everything you build and everything you do, to create something truly noticeable for the most profitable and influential market. For big results it's time to think small, explore the limits, ask "why not?", tell the truth and find things that are "just not done" in your industry and start doing them. A manifesto for marketers, Purple Cow is for those who want to develop and sell products that are worth marketing in the first place.
Seth Godin is bestselling author and entrepreneur. He is the author of five books that have been bestsellers around the world and changed the way people think about marketing, change and work. 'Permission Marketing' was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list.
'Unleashing the Ideavirus' is the most popular ebook yet written. More than 1m people downloaded the digital version of this book about how ideas spread. Featured in USA Today, The New York Times, The Industry Standard and Wired Online, 'Ideavirus' hit number four on the Amazon Japan bestseller list, and number five in the USA.
'The Big Red Fez', Godin's take on web design, was the number one ebook (worldwide) on Amazon for almost a year before it was published in paperback in 2002. The Miami Herald called it one of the best business books of the year.
Godin is a founder and CEO of Yoyodyne, the industry's leading interactive direct marketing company, which Yahoo! acquired in late 1998. He holds an MBA from Stanford and was called "the Ultimate Entrepreneur for the Information Age" by Business Week.
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