Be Remarkable or Invisible
or what I’ve learned from the “Purple Cow” book by Seth Godin
In today’s oversaturated world, where consumers are constantly bombarded with ads and choices, capturing attention is more challenging than ever. So, it’s obvious that to succeed, products and services must be extraordinary — so unique and captivating that people can’t help but notice them. Just as a purple cow in a field of ordinary cows would stand out, remarkable products spark interest and drive word-of-mouth. Through practical insights and real-world examples, Godin, in his book, offers a blueprint for businesses, creators, and individuals who aspire to rise above the noise, inspiring us to take bold risks, innovate, and focus on creating value that leaves a lasting impact.
This article is not a verbatim retelling of all the chapters of the book but is a subjective overview of the key points that I highlighted in the margins of the book while reading it.
About the author
Seth Godin is an American author, entrepreneur, and marketing expert known for his work in innovative and permission-based marketing. Born in 1960, he began his career in the tech industry and later founded the company Yoyodyne, a pioneering online marketing firm, which was acquired by Yahoo in 1998. Godin is the author of several bestselling books on marketing, creativity, and leadership, including “Purple Cow”. His writing and ideas have reshaped modern marketing, emphasizing the importance of creating remarkable, unique products that resonate with audiences. A popular speaker and blogger, Godin continues to influence marketers and entrepreneurs worldwide with his insights into standing out and making a meaningful impact.
Be remarkable or invisible
The main idea of this book is that in today’s crowded and highly competitive market, businesses must create truly remarkable, unique, and memorable products or services if they want to succeed. Traditional advertising no longer holds the same power it once did, so companies need to stand out by being innovative and bold — what Godin calls a “Purple Cow”. This means crafting products that are so extraordinary and noteworthy that people naturally want to talk about them, driving word-of-mouth marketing and setting them apart from the competition. Here are some of the key points from this book:
- The concept of the Purple Cow. Godin opens with the metaphor of the Purple Cow. Imagine driving through a field of cows. They all look the same, and after a while, you ignore them. But if you saw a purple cow, it would be extraordinary — you’d remember it. In marketing terms, a Purple Cow is a product or service so unique and remarkable that it grabs people’s attention and makes them want to talk about it.
- Creating and marketing Purple Cows. To create a Purple Cow, companies need to focus on innovation and finding unique selling points that make their products stand out. Godin suggests a few ways to do this: 1) Identify what makes your product unique. Figure out what makes your product different from competitors and build on that; 2) Be memorable. Think about how you can make your product unforgettable, whether it’s through design, functionality, or marketing; 3) Be authentic. Consumers appreciate authenticity. If your product has a story or values that people can connect with, it becomes more appealing.
- How to embrace the Purple Cow mindset. To conclude, Godin encourages you to think about your own businesses and products and ask yourself if they’re truly remarkable. If not, he suggests taking steps to make them more unique and memorable. He emphasizes that while embracing the Purple Cow mindset requires courage and a willingness to take risks, it’s the best way to achieve lasting success in a competitive market.
How does it work in real life
One of the key examples Seth Godin uses to illustrate the Purple Cow principles is Starbucks. Starbucks didn’t become a coffee industry giant by simply competing with other coffee shops on price or basic quality. Instead, it reimagined the entire coffee experience, making it remarkable and unique.
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Howard Schultz, the founder of Starbucks, understood that people weren’t just buying coffee — they were looking for a place to relax, meet friends, or work. By creating an inviting, comfortable atmosphere with premium coffee, free Wi-Fi, and a distinctive brand experience, Starbucks became much more than a place to grab a quick drink. It became a “third place” for people to spend time, in addition to home and work. This focus on creating a remarkable experience — something fundamentally different from the typical coffee shop — helped Starbucks stand out and create loyal customers.
This example shows how applying the Purple Cow principle of being remarkable and unique helped Starbucks succeed. By crafting an experience worth talking about and sharing, Starbucks grew rapidly and reshaped the coffee industry. This approach aligns with Godin’s advice: by daring to be different and targeting people who appreciate the innovation, a brand can create something that’s not only memorable but also generates word-of-mouth marketing.
Three pieces of advice
- Embrace your uniqueness. Find what makes you unique and lean into it. Just like a product that stands out because it’s different, identify what sets you apart — whether it’s a particular skill, perspective, or passion — and let it shine. In your personal or professional life, consider ways to emphasize your unique strengths. For example, if you’re naturally creative, find ways to bring that creativity into your work presentations or personal projects. This makes you memorable and allows you to bring something special to every interaction.
- Take calculated risks. Avoid always playing it safe. Instead, look for opportunities to take calculated risks. Great achievements often come from bold moves and new approaches rather than following the status quo. When approaching a task, decision, or project, ask yourself if there’s a way to add an innovative twist. For example, if you’re working on a routine project, think of a way to improve or enhance it, even if it feels a bit risky. This can help you build a reputation as someone who’s willing to try new things and go the extra mile.
- Focus on creating value that people will talk about. Whatever you create — whether it’s a work project, a hobby, or something you’re learning — strive to make it worth sharing. Think about how you can bring value to others in a way that’s exciting or memorable. Start with small actions. For instance, if you’re organizing a meeting, add a unique touch, like bringing in a helpful resource or interesting insight, so that people leave with something memorable. This can be as simple as adding extra value or a personal touch to anything you do, aiming to make it noteworthy and helpful.
Conclusion
So, what I’ve learned from the “Purple Cow” book is that it’s a transformative guide for anyone looking to make an impact in today’s crowded market. By challenging the traditional rules of marketing and advocating for products and services that are truly remarkable, Godin underscores the power of innovation and differentiation. His emphasis on authenticity, taking risks, and creating value resonates not only in business but also in everyday life, encouraging people to embrace their uniqueness and strive to stand out. This book remains a powerful reminder that success often lies in daring to be different and creating something unforgettable that people want to share.
Author — Felix Davidenko
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