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Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter
 
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Purple Cow, New Edition: Transform Your Business by Being Remarkable--Includes new bonus chapter [ハードカバー]

Seth Godin

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内容紹介

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. 

What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last? 

Face it, the checklist of tired 'P's marketers have used for decades to get their product noticed -Pricing, Promotion, Publicity, to name a few-aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow. 

Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows-but you can bet they won't forget a Purple Cow. And it's not a marketing function that you can slap on to your product or service. Purple Cow is inherent. It's built right in, or it's not there. Period. 

In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place.

著者について

Seth Godin is the author of more than a dozen bestsellers that have changed the way people think about marketing, leadership, and change, including Permission MarketingPurple CowAll Marketers Are LiarsSmall is the New BigThe DipTribesLinchpin, and Poke the Box. He is also the founder and CEO of Squidoo.com and a very popular lecturer. He writes one of the most influential business blogs in the world at SethGodin.com.

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Amazon.com で最も参考になったカスタマーレビュー (beta)
Amazon.com: 5つ星のうち 4.0  88 件のカスタマーレビュー
154 人中、138人の方が、「このレビューが参考になった」と投票しています。
5つ星のうち 1.0 Overrated, Generic & Forgettable 2010/3/16
By Tahj - (Amazon.com)
形式:ハードカバー
I agree with the majority of the points made in the book but I didn't gain anything by reading it. I can quote books that I have read in high school school but I can't quote anything from this book. It was very generic information that isn't unique to the book. That is ironic because the PURPLE COW is centered around being uniques. This book is everything but unique or special. It drags on even though it is very short. I can summarize the entire book for you:

TV and mass media were new frontiers 50 years ago so fortunes could be made by putting a lot of money into advertising mediocre products. Today people have seen it all so they don't notice ads anymore. To be successful you need a PURPLE COW, meaning something shocking that causes people to tell their friends. Word of mouth is the BEST marketing because it is effective, economical and hard for competitors to duplicate. Most important it comes from a trusted source, your friend. THE END!
29 人中、27人の方が、「このレビューが参考になった」と投票しています。
5つ星のうち 5.0 Must Do, Step 1, for ANY Business 2012/12/12
By Chris Reich - (Amazon.com)
形式:ハードカバー|Amazonで購入
There seem to be two camps reviewing this book. One say that is brilliant and their favorite book of all time. The other says the book is shallow and void of original ideas. Both are right...and wrong.

The main idea of the book is spot on. If your business is not unique, it will be invisible. Marketing an invisible business is tough.

To the critics who say the basic idea is simple and therefore not ground breaking, I agree. But Godin manages to clarify a simple, very important idea that most business owners overlook. There is an elegance to his clarity.

Godin writes books that have a single core idea. He writes in a conversational tone. His books are short and readable. By the way, all of Godin's books make great audio books because they are in his conversational voice.

There are two categories of business books. There are the big serious tomes about how somebody saved ABC Corporation from disaster and made billions in the process. And then there are books for the rest of us. Purple Cow is a "rest of us" book. Years after reading the book, I still struggle with developing my own purple cow. It isn't easy.

Add this to your library.

Chris Reich
Business Consultant
25 人中、23人の方が、「このレビューが参考になった」と投票しています。
5つ星のうち 3.0 A "Fun" Read with No Nuts-and-bolts 2011/6/9
By Scott - (Amazon.com)
形式:ハードカバー
I have to admit, I like marketing books. In graduate school, my favorite classes had a marketing focus. So when I saw this book about marketing I felt a strong pull to read it. Maybe it's the fact that I live in Vermont where black and white cows are everywhere. Maybe it was the intriguing purple cow milk cartons that were around to initially promote the book. Maybe it was the purple cow on Seth Godin's website. Whatever it was, I was sold and got the book.

I would label this book as a "pop" marketing book. This book is to marketing like a mass-media self-help book is to psychology. If you are a business owner or solo entrepreneur don't look to this book to really help you build a market strategy. If you are looking for a nuts and bolts marketing book, this book is not it. David Bangs' "Market Planning Guide" is what you need.

This is a "fun" book: a book to put on your night stand and read a few pages before you go to sleep; a book to supplement what you already know; a book to reinforce your existing strategies. This would be a good book to read on a plane flight or on vacation while sitting around the pool drinking margaritas. It is cute enough to be entertaining while being wrapped in some thought-provoking concepts.

There is nothing "new" in this book. No comparative studies document the purple cow phenomenon. The examples seem only to illustrate the author's ability to come up with clever terms to apply to pre-existing concepts. For example the "sneezer" metaphor just presents as silly and distracting. I can't see anyone seriously discussing how to mobilize the "sneezers" in a business meeting with other executives.

But I could see a CEO asking people on the executive team read it before they go on the next company retreat. It might provide a good entrance to brain-storming before doing the next year's marketing plan.

Overall, this is a good read - a quick read - an easy read. I would recommend it to any individual responsible for marketing a concept or product -- or even trying to get the edge on their competition. The purple cow concept stuck with me weeks after reading the text -- probably because of a great introductory story. I like the purple cow.
6 人中、6人の方が、「このレビューが参考になった」と投票しています。
5つ星のうち 5.0 A Big Moo for Purple Cow 2013/9/9
By Cynthia l Contractor - (Amazon.com)
形式:ハードカバー
Being a new small business owner with little to no marketing experience I surfed the internet in hopes of finding anything of value that could make a difference for my newly blossoming skin care business. Was delighted to come across this purple gem of a book, purple Cow by Seth Godin. I began reading it and did not put it down until it was finished, each page became a journey to discover a new gem to highlight with my pen.

Seth first covers how the long standing traditional marketing checklist ( the P's of marketing) is now no longer enough. This new P he states is even more important. It's the P for Purple Cow. What could be more remarkable than a purple cow? And being and finding a way to have your business be remarkable is what this book is all about. Seth's style of writing was informative while entertaining, it held my interest without being boring and full of statistics.

What I most enjoyed about the book was that it didn't say 1+1=2 (or otherwise lay out a specific strategy), but more importantly got me to really start thinking creatively, to really start thinking out of the box. A most poignant section of the book for me was "In Search of Otaku." As Seth states, "Otaku, it turns out, is at the heart of the purple Cow phenomenon." No...am not gonna spoil the surprise and explain Otaku....much better for you to discover this magical Japanese concept yourself.

Also very helpful are the numerous actual case studies of businesses who have in their own way found a Purple Cow. To me it was like experiencing one idea after another of what really works in the world of marketing and what made each business find its own remarkableness. I highly recommend this book for anyone new to marketing and are looking for new and creative ways to approach this most important aspect of your business. I got the newer edition with the bonus section...more great gems!

Purple Cow concept....perfect name, perfect vision! Have I found my purple cow yet for Divine Glo Natural Skin Care....still chewing the cudd on that one, but not a day goes by without the phrase "Purple Cow" popping up somewhere in my mind. Now that's effective marketing!!!

Cynthia Gilbert
Owner of Divine Glo Natural Skin Care
[...]
13 人中、10人の方が、「このレビューが参考になった」と投票しています。
5つ星のうち 5.0 The Perfect Purple Cow 2010/1/23
By Ken Rochon Jr. "The Perfect Networker" - (Amazon.com)
形式:ハードカバー
This book was recommended to me by several marketing collegues as a must read. I became a fan of Seth's work after reading this book. He addresses being different, thinking different and marketing different are keys to standing out and being noticed. I already was a believer in this philosophy, but Seth's numerous examples, enjoyable writing style and wit made this book a wonderful read. I think this is a must have book for any marketing person or entrepreneur. Once you read it, you will get hooked as a fan of Seth's style, and message. This book encourages you to examine what you are doing or not doing to be a leader in your industry. It challenges you to think outside the box, and create extraordinary campaigns, messages and results. We don't live in a world that allows ordinary to last very long. If you want to prosper, you will need to become the purple cow!
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