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Purple Cow
Transform 
Your Business
By Being
Remarkable
SethGodin
e
penguin
visit Penguin at:
www.penguin.com
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about the author
Seth Godin is the author of four worldwide bestsellers including
Permission MarketingUnleashing the Ideavirus and Survival is Not
Enough.He is a renowned public speaker and is contributing editor at
Fast Companymagazine.You can find him at www.sethgodin.com
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ed fictitiously, and any resemblance to actual persons, living or dead, business
establishments, events or locales is entirely coincidental.
Portfolio Book / published by arrangement with the author
All rights reserved.
Copyright ©2002 by Do You Zoom, Inc.
This book may not be reproduced in whole or part, by 
mimeograph or any other means, without permission.
subject the infringer to criminal and civil liability.
For information address:
e Berkley Publishing Group, a division of Penguin Putnam Inc.,
375 Hudson Street, New York, New York  10014.
he Penguin Putnam Inc. World Wide Web site address is
http://www.penguinputnam.com
ISBN: 0-7865-4431-7
rtfolio Books first published by Penguin Publishing Group, 
a member of Penguin Putnam Inc.,
375 Hudson Street, New York, New York 10014.
Electronic edition: February  2004
Purple Cow
the "Portfolio" design are trademarks belonging to Penguin Putnam Inc.
PORTFOLIO BOOK®
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In Memory of Lionel Poilane, 
Remarkable in Every Way.
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Contents
NOT ENOUGH Ps
1
THE NEW P
2
BOLDFACED WORDS AND GUTSY ASSERTIONS
3
BEFORE, DURING, AND AFTER
4
THE GREATEST THING SINCE SLICED BREAD
5
DID YOU NOTICE THE REVOLUTION?
5
WHY YOU NEED THE PURPLE COW
8
THE DEATH OF THE 
TV-INDUSTRIAL COMPLEX
13
BEFORE AND AFTER
17
CONSIDER THE BEETLE
18
WHAT WORKS?
20
WHY THE WALL STREET JOURNALANNOYS 
ME SO MUCH
21
AWARENESS IS NOT THE POINT
23
THE WILL AND THE WAY
24
CASE STUDY: GOING UP?
25
CASE STUDY: WHAT SHOULD TIDE DO?
27
GETTING IN
28
IDEAS THAT SPREAD, WIN
31
THE BIG MISUNDERSTANDING
33
WHO’S LISTENING?
35
vii
CHEATING
38
WHO CARES?
39
NOT ALL CUSTOMERS ARE THE SAME
41
THE LAW OF LARGE NUMBERS
42
CASE STUDY: CHIP CONLEY
44
THE PROBLEM WITH THE COW
45
FOLLOW THE LEADER
51
CASE STUDY: THE AERON CHAIR
53
PROJECTIONS, PROFITS, AND THE PURPLE COW
55
CASE STUDY: THE BEST BAKER IN THE WORLD
58
MASS MARKETERS HATE TO MEASURE
59
CASE STUDY: LOGITECH
60
WHO WINS IN THE WORLD OF THE COW
61
CASE STUDY: A NEW KIND OF KIWI
62
THE BENEFITS OF BEING THE COW
63
CASE STUDY: THE ITALIAN BUTCHER
65
WALL STREET AND THE COW
66
THE OPPOSITE OF “REMARKABLE”
67
THE PEARL IN THE BOTTLE
68
THE PARODY PARADOX
70
SEVENTY-TWO PEARL JAM ALBUMS
72
CASE STUDY: CURAD
74
SIT THERE, DON’T JUST DO SOMETHING
75
CASE STUDY: UNITED STATES POSTAL SERVICE
77
Contents
viii
IN SEARCH OF OTAKU
79
CASE STUDY: HOW DUTCH BOY 
STIRRED UP THE PAINT BUSINESS
81
CASE STUDY: KRISPY KREME
83
THE PROCESS AND THE PLAN
85
THE POWER OF A SLOGAN
87
CASE STUDY: THE HÄAGEN-DAZS 
IN BRONXVILLE
89
SELL WHAT PEOPLE ARE BUYING 
(AND TALKING ABOUT!)
90
THE PROBLEM WITH COMPROMISE
92
CASE STUDY: MOTOROLA AND NOKIA
93
THE MAGIC CYCLE OF THE COW
94
WHAT IT MEANS TO BE A MARKETER TODAY
96
MARKETERS NO LONGER: 
NOW WE’RE DESIGNERS
98
WHAT DOES HOWARD KNOW?
99
DO YOU HAVE TO BE OUTRAGEOUS 
TO BE REMARKABLE?
102
CASE STUDY: MCDONALD’S FRANCE
103
BUT WHAT ABOUT THE FACTORY?
104
THE PROBLEM WITH CHEAP
106
CASE STUDY: WHAT SHOULD 
HALLMARK.COM DO?
108
Contents
ix
WHEN THE COW LOOKS FOR A JOB
110
CASE STUDY: TRACEY THE PUBLICIST
112
CASE STUDY: ROBYN WATERS GETS IT
113
CASE STUDY: SO POPULAR, NO ONE 
GOES THERE ANYMORE
114
IS IT ABOUT PASSION?
117
TRUE FACTS
119
BRAINSTORMS
122
SALT IS NOT BORING—EIGHT MORE WAYS 
TO BRING THE COW TO WORK
136
BRAND AND COMPANY INDEX 
138
WHAT WOULD ORWELL SAY?
142
ABOUT THE AUTHOR
143
MORE INFORMATION
144
DRINK A PURPLE COW—FOR FREE!
145
Contents
x
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