Are you ready to change the game like Starbucks, Amazon, and Google? How do companies like these turn their ideas into irresistible 'Purple Cows'? Could your business be the next remarkable success story? Discover the secrets of creating unique products and targeting the right audience in this engaging exploration of modern marketing!

Purple Cow

The traditional five Ps of marketing - Product, Pricing, Promotion, Positioning, and Publicity - are no longer sufficient in today's complex and competitive business environment. There's a new 'P' in town, and it's called the 'Purple Cow'. This refers to the idea that your product or service needs to be remarkable to stand out from the crowd. 

Remember when driving past a field of grazing cows was a captivating sight? After a while, the charm faded as the cows became commonplace, even boring, right? But imagine if there was a purple cow in the field - that would definitely grab your attention! 

In the same way, in today's saturated markets, it's not enough for your product to be good or even great; it needs to be remarkable, like the Purple Cow. 

The Purple Cow is about breaking away from the traditional marketing methods of billboards, TV commercials, and print advertisements. It's about building something worth noticing right into your product or service. If your product isn't remarkable, it may as well be invisible. 

Consider the story of Tombstone Pizza. A small bar owner decided to start selling his frozen pizzas, which quickly gained popularity and eventually dominated grocery store freezers. He didn't need flashy ads; his product was innovative and filled a market niche. It was a Purple Cow. 

Then there's the story of yoga books. A few years ago, there were only a few options on the market. If you had a good yoga book, you'd likely turn a profit. Now, with over 500 yoga books on the market, having a good yoga book isn't enough. Your book needs to be remarkable; it needs to be the Purple Cow among yoga books.

The old marketing rules no longer work. Consumers have less time and more choices. Most products, regardless of how well they're marketed, will be invisible to the majority of consumers. You need to create a Purple Cow, a product so remarkable that it can't be ignored. 

So, what's your Purple Cow? How can your product or service stand out in an overcrowded market? And more importantly, how can you keep it exciting even after the initial novelty wears off? It's time to stop relying on old marketing strategies and start innovating.

Is Your Product a 'Purple Cow'? Why Remarkability is the New Marketing Mantra!

In a rapidly changing world, the key to success lies in the ability to be unique and remarkable. 

Let's take examples from the hotel industry - Four Seasons and Motel 6, or retail giants - Walmart and Neiman Marcus. These successful companies have seemingly nothing in common, but they're outliers who dared to be different. They chose to be exceptional in their own way, which set them apart from the competition.

Have you ever wondered what happens when there is a lack of remarkability? Take the Wall Street Journal for instance. Despite running millions of dollars' worth of full-page ads every day, many readers struggle to recall even two of the companies that had advertised. The ads are monotonous and easily forgettable.

So, where does that leave us? It's time to rethink our approach. We need to focus on the consumers who are willing to listen and are likely to spread the word about our product or service. These people are the key to creating an ideavirus - an idea that spreads. 

However, it's not enough to just have a great idea. We must design a product that is remarkable enough to attract early adopters but is also flexible and appealing enough to make spreading the idea easy. The trick is to not try to appeal to everyone. Instead, target a niche market. Design your product to be so interesting and noteworthy that your target market will actively seek it out.

Let's take digital cameras for example. Early adopters, intrigued by the convenience and price advantages over film cameras, began to spread the word. It wasn't flashy ad campaigns that led to the widespread adoption of digital cameras, but the word-of-mouth promotion by early adopters.

In this new age of marketing, it's not about making a product attractive after it's been designed and built - it's about designing the product to be virus-worthy in the first place. It might seem like cheating, but it works. Companies like JetBlue, Starbucks, Vanguard, Amazon, Google, Wendy's, Ducati, and HBO are all "cheating" by not playing by the old rules and creating products and services that are remarkable in their own way.

At the end of the day, it's not about forcing people to listen to you. It's about figuring out who's likely to listen and then creating a product that's so remarkable that they can't help but pay attention. So, are you ready to create your own Purple Cow?

Creating Your Purple Cow: The Remarkability Factor in Success

Ever thought about how not all customers are the same? Michael Schrage's study on a bank's customer habits showed that 10% of users were using the online banking service every day, while others used it about once a month. The interesting part? Those daily users accounted for 70% of the bank's deposits. 

In this light, banks should focus on these innovative customers to bring in more profitable, risk-seeking customers, leaving the slow and declining sector to other banks. The key message here is to differentiate your customers, find the most profitable group and cater your ads and products to them.

With the rise of mass media and the web, reaching large numbers seems compelling, but beware the pitfall of fractions with huge denominators. If you reach 100 million people, but only a minuscule percentage buys your product, you've likely sold just one unit. 

Let's take a look at SoundScan, a company that tracks record sales. They reported that in 2002, out of more than 6,000 albums distributed by major labels, mere 112 managed to surpass the 500,000 copies mark. In fact, many albums failed to even sell one copy per week. This stark reality highlights the challenges of persuading strangers to buy what you're selling.

On the other hand, consider the story of Chip Conley, who turned a motel in a rough neighborhood of San Francisco into a rock-and-roll haven. He ignored the mass market and made something remarkable. The lesson? Don't be everything to everyone. Find an underserved niche and dominate it. 

You may be wondering: If being a Purple Cow is such an easy way to stand out, why doesn't everyone do it? It's because people fear criticism. But remember, criticism comes to those who stand out. 

Consider the Aeron Chair by Herman Miller, a perfect example of a Purple Cow. This chair was different, worked differently, and was far more expensive than its competitors. But for Herman, it wasn't about being safe; it was about being exceptional, making a power statement and winning the market.

So, what's the lesson? Don't play it safe. Safe is risky. In a crowded marketplace, not standing out is being invisible. Remember, being remarkable is a risk worth taking. 

Are You Ready to Transform into a Purple Cow and Dominate Your Market Niche?

In the world of marketing, the giants of the industry are often the biggest losers. These are companies with substantial inertia, quarterly targets, and an aversion to risk. They are hooked on the cycle of the TV-industrial complex, creating hierarchies and systems that make it incredibly difficult to be innovative. 

On the other hand, winners are usually mid-sized and smaller companies seeking to increase market share. They have nothing to lose and are willing to change the game rules to gain more.

One of the fascinating stories is about Zespri, a company that aimed to introduce a new kiwi fruit in North America. They successfully sold the golden kiwi fruit, mainly targeting Latino foodies, and made over $100 million in sales without any advertising. 

Another interesting example is Starbucks, a company that was once remarkable but has now become commonplace. Still, their initial innovation allowed them to grow exponentially, showcasing the benefits of being unique and innovative. 

Being bold and distinctive in the way you market is key. For instance, Curad, a company that wanted to take on the Band-Aid brand, created bandages with characters printed on them, which was a big hit among kids and parents. This unique feature allowed them to grab a significant market share away from Band-Aid.

Innovation and uniqueness are crucial in the marketing world, and companies must be willing to take risks to stand out. This is the essence of the "Purple Cow" theory: being remarkable to stand out in the market. 

Unleashing the Purple Cow: The Power of Innovation in Marketing

Dutch Boy disrupted the paint business by simply changing the can, making it easier to carry, pour, and close. This seemingly minor tweak led to a significant increase in sales, showing the power of product-centered marketing. This approach of redefining what you sell can be applied to any business. 

Krispy Kreme, on the other hand, has managed to dominate the donut business by understanding their customers. They give away thousands of donuts when they open in a new town, attracting those already familiar with the brand. Then, they expand their presence through partnerships with gas stations, coffee shops, and delis. This strategy helps them build customer loyalty, turning even the laziest customers into die-hard fans. 

But creating a remarkable product isn't a one-time event. There's no foolproof formula for creating a "Purple Cow" - a product that stands out for its remarkable qualities. It's about pushing the boundaries, understanding your competition, and identifying the innovations you can support. JetBlue and Starbucks are examples of brands that have successfully done this. 

A strong slogan can also be a powerful marketing tool, acting as a script for customers to share with others. Tiffany's blue box, for example, stands for elegance and quality, helping to spread the word about the brand. 

The Häagen-Dazs in Bronxville is another example of remarkable marketing. The owner's business cards, which offer his personal contact details for feedback, create a unique customer experience. This small gesture makes a big impact, enhancing the overall customer experience. 

To truly succeed in marketing today, you need to be a designer, inventing, producing, and selling remarkable products. Vanilla products may be safe, but they're also boring. Aim for the 'too much' - products that are too expensive, too cheap, too heavy, too complicated, too simple – too something, because those are the ones that stand out. This is what companies like JetBlue, Starbucks, Hasbro, and Poland Spring do - they are marketers at their core, creating remarkable products.

Finally, the most successful marketers are those who are passionate about their products. They understand their customers and can project what they want. They immerse themselves in their industry, learning from the best and constantly prototyping new products. This is what it means to be a marketer today. Are you up for the challenge?

How Do Brands Like JetBlue, Starbucks, and Krispy Kreme Stand Out?

Outrageous doesn't always equate to remarkable. Being scandalous may create buzz, but it's essential that the outrageousness serves a purpose and is built into the product. The key is to be remarkable without being offensive. 

Take McDonald's France, for example. They released a report discouraging people from visiting fast-food outlets like McDonald's more than once a week. Shocking? Yes. But it was a remarkable strategy that acknowledged the downsides of fast-food and possibly reached a larger audience.

In the business world, playing safe is risky. Whether you're a big brand like Burger King or a small company, it's clear that traditional marketing techniques aren't working the way they used to. It's time to challenge your team to innovate and think outside the box. 

A perfect example is Best Buy. Instead of opting for traditional methods such as layoffs and aggressive marketing during a slowdown, they followed a path that led to a remarkable experience for the consumer. Instead of selling what they wanted to sell, they sold what people wanted them to sell. This initially seemed like a slower way to grow the business, but it turned out to be faster and cheaper than running boring ads.

However, being cheap isn't always the way out. Competitors will join in the price war, making it unsustainable. Brands like IKEA and Walmart can afford to be cheap because they've redefined the way a product is produced or delivered. But for most, cheap is a lazy way out.

Whether you're a company or an individual looking for a job, the key is to be exceptional. Remarkable people often switch jobs with less effort and are usually recommended by others. Instead of relying on a resume, let your work, your projects, and your over-the-top references speak for you.

Embracing Remarkability: Lessons from Hooters, McDonald's and Target

Do you know what makes a product or service remarkable? It's not about venturing into uncharted territories of innovation, but rather mixing existing elements in a unique way that makes them stand out in the crowd. 

Take Craftsman tools, for example. They're not renowned for their design or ease of use, but for their durability. They last forever and that's why people trust them.

Similarly, consider Google's success. It wasn't the first search engine, but it won the race by providing a simple interface, fast loading times, and no extra decisions to be made. It was easy, straightforward, and that made it the go-to place for online queries. 

Enterprise Rental Car took a completely different approach from its competitors. Instead of focusing on airport rentals and business travelers, they targeted people who needed a rental car when their own was in the shop. They carved out a unique niche and that made them stand out. 

Let's think beyond products. What about services? For instance, why does billionaire Ted Leonsis stay at the Four Seasons in Manhattan? It's because the staff knows exactly how he likes his iced tea. That personalized service makes him feel special, and isn't that remarkable? 

Even the smallest detail can make a difference. Have you ever thought about how many words are on Google's homepage? One anonymous user did, and he emails Google every time the word count increases. It seems trivial, but it has enforced discipline on Google's User Interface team, making the service simpler and user-friendly. 

If you want to be remarkable, it's not about being completely new or unexplored. It's about being different, standing out in your own unique way. Whether it’s through durability, simplicity, exclusivity, or a unique approach, being remarkable means standing out from the crowd. 

Can Your Product Stand Out by Being Remarkable in Simplicity and Durability?

Throughout the years, marketing strategies have evolved and adapted to changing consumer behaviors. While traditional marketing methods focused on the five Ps: Product, Pricing, Promotion, Positioning, and Publicity, contemporary marketing is shifting towards a new concept, the "Purple Cow". 

The Purple Cow symbolizes a product or service that is remarkable, noteworthy, and worth talking about. It represents an extraordinary and unique offering that differentiates a company from its competitors. 

In today's saturated market, being a Purple Cow is not just about promoting a product or service but creating something worth noticing – something that captures the consumers' attention and sparks their interest. However, it's not only about creating a remarkable product but making sure it spreads through the influential individuals who will tell their colleagues, friends, and followers about it.

The Purple Cow concept asserts the idea that traditional marketing approaches have become obsolete, as consumers today are harder to reach due to the abundance of options and reduced time. Instead, the focus should be on creating remarkable products that the right people will seek out. This new age of marketing emphasizes designing a product to be remarkable from the beginning, rather than attempting to make it attractive after it's been designed and built. 

Ultimately, the Purple Cow concept is a call to action for all marketers to stop playing safe and start being remarkable. It's a challenge to marketers to redefine what they sell, understand their customers, and create products that are remarkable in their own unique ways even after the initial novelty wears off.


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