The Purple Cow book makes one simple argument: in a crowded market, being safe is the riskiest strategy, and a small business has to be worth talking about. Seth Godin published the book in 2003, and it remains a short, readable case for building products that people notice and share. This review explains the main idea, how a local or home-based owner can use it and where the book offers fewer details than a business plan requires.
What the Purple Cow book covers
The title comes from a story about driving through the countryside. Cows are interesting at first, but after a while you stop noticing them. A purple cow would stand out. The author argues that products and services must be remarkable, meaning worth making a remark about, or they will blend in.
He contrasts this approach with the old marketing model of interrupting people with ads. Instead, he suggests designing something so useful or surprising that customers spread the word for you. Short chapters and examples illustrate how companies of different sizes tried this.
Why it is worth the time
The book is brief and easy to finish in a few sittings. Because the chapters are short, you can pick it up for ten minutes at a time. Keep a notebook nearby for ideas about your own business as you read.
Lessons for business owners and buyers
These ideas carry over well to anyone running or evaluating a business:
- Be remarkable. Ask what customers would tell a friend about your business.
- Target a niche. Aim for a group that cares deeply, not the whole market.
- Change one thing visibly. A distinctive feature can matter more than many small improvements.
- Let customers spread the word. Make sharing easy and worthwhile.
What to question
Being remarkable is easier to say than to do, and not every industry rewards surprise. Customers of a plumber or an accountant want reliability first. For them, being remarkable might mean unusual responsiveness or clarity, not a flashy gimmick.
The book also leans on examples that were new in 2003, and some of the companies have changed. Treat the stories as prompts.
As with any marketing book, no result is promised.
Put the ideas to work
Write down what a typical competitor in your area offers, then list three things none of them do. Pick one that costs little and that customers would notice, such as same-day quotes, a clear flat price or an unusually friendly onboarding. Try it for a month and track whether customers mention it.
If you are shopping for a business, look for one with a feature customers already talk about. Our post on Traction shows how to build on that kind of strength.
Questions to ask before you act
What do your customers say about you when you are not in the room? What would you be proud to be known for? What do you do that a competitor could not copy easily?
Ask five customers these questions directly and write down the exact words they use.
How it compares with other business books
This book is shorter and more about ideas than most marketing texts. It pairs well with our review of Start with Why, which helps you explain the purpose that makes a business stand out.
A simple thirty day plan
In week one, interview five customers about what they value. In week two, list what competitors offer and where you can differ. In week three, test one distinctive change. In week four, ask customers whether they noticed and keep or drop the change based on their responses.
Mistakes to avoid
Do not chase novelty that confuses customers, do not drop your basic quality for a gimmick and do not copy a competitor’s unusual idea. Remarkable means different in a way your market values.
A note for home-based and online owners
Without a storefront, your first impression is a web page, an email or a profile. Make those remarkable in small ways: a clear promise, a real photo of you, a short guide that solves a common problem, or a fast, friendly reply. People remember businesses that make their lives easier, and those memories bring referrals, which are the cheapest kind of marketing.
Who should read
This book suits owners who feel invisible in a crowded market. Its short format also makes it a good gift for a new business partner.
Revisit your notes in three months and update them as your business and your goals change.
Helpful outside resources
The FTC guidance for small businesses explains what claims you can make in advertising, and the SBA guide to planning your business offers marketing basics for new owners.
