In this event, you’ll learn

Why television ads are a crappy bet to make

Examples of purple cows today

How the music industry failed to take risks and now suffers from it

Which other groups of customers exist besides early adopters and when a product reaches them

What marketing’s actually about and why the Leaning Tower of Pisa beats the Pantheon in tourist visitors 100x

The kinds of advertising you can use today to reach the right customers and how to measure your advertising success

Why most companies fail to create purple cows

About the Author

Seth Godin is the author of nineteen international bestsellers that have been translated into over 35 languages, and have changed the way people think about marketing and work. For a long time, Unleashing the Ideavirus was the most popular ebook ever published, and Purple Cow is the bestselling marketing book of the decade.

He's a recent inductee to the Marketing Hall of Fame, and also a member of the Direct Marketing Hall of Fame and (go figure), the Guerrilla Marketing Hall of Fame.

His book, Tribes, was a nationwide bestseller, appearing on the Amazon, New York Times, BusinessWeek and Wall Street Journal bestseller lists. It's about the most powerful form of marketing--leadership--and how anyone can now become a leader, creating movements that matter.

His book Linchpin came out in 2008 and was the fastest selling book of his career. Linchpin challenges you to stand up, do work that matters and race to the top instead of the bottom. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means to have a job.

Overview

Purple Cow

Driving through the countryside, you might marvel at the beautiful landscape and the farm animals that seem to be everywhere. A brown cow is exciting at first, especially when you’re from the city and haven’t seen a real cow before. But after a while, you’ll be seeing more and more brown cows. You realise that brown cows are everywhere, and they’re actually kind of boring.

But what if you then saw a PURPLE COW?! Now that would be remarkable! That’s something you’ll go and tell all of your friends about.

This marketing masterpiece by Seth Godin will show you how to build purple cows in your business that will take you from your initial customer through to the mainstream market. Traditional marketing (ads on mainstream media like TV and radio) doesn’t work anymore. Today people rely on ‘word of mouth’ in order to sift through the thousands of offers and advertisements we face every day. By creating something ‘remarkable’, you’re giving people something to talk about.

Seth Godin conveys his ideas in a clear, convincing manner. And his ideas are great. He pulls no punches about the death of traditional advertising, and outlines the only remaining viable path: be remarkable. The book is full of actionable takeaways you could apply to your product or company structure right now.

Like all sales books that cover contemporary companies, there are some examples that are funny in retrospect–he surmises that there won’t be much more innovation in phones, just a few years before the iphone was released. But the concepts still ring true even today.

This is a must read for anyone involved in making or selling.