Either you're a purple cow or you're not, you're either morbid and cool, or you're not.
Make your choice.
What is the common denominator between Apple and Starbucks, the leading companies? How do you achieve amazing growth? How do you leave behind well-known brands while they are suffering? Marketers' old checklist of price, promotion, and publicity no longer works. The golden age of advertising is over, and it's time to add a new one: the purple cow, which describes something extraordinary, something counterintuitive, sexy, and preposterous. In his new bestseller, Seth Goddon's urging you to put a purple cow in everything you build, and everything you do, to create something truly remarkable is a manifesto for anyone who wants to help create products and services worth marketing in the first place.
