Purple Cow

“If it’s not remarkable, it’s invisible.” Purple Cow challenges companies to rethink how they capture attention in a world drowning in marketing noise.

1. Advertising Has Lost Its Edge

Modern consumers are bombarded with advertisements, dramatically reducing their effectiveness compared to the past. Previously, limited advertising opportunities, such as television and newspapers, made ads more memorable and trustworthy. Now, with an avalanche of promotional content, it’s nearly impossible to stand out.

Many consumers actively ignore ads that are irrelevant to their immediate needs. For instance, someone in the market for a car will notice car ads, while others won’t register them at all. A telling example comes from the author’s own experience: hotel guests reading a newspaper were unable to recall even two advertisers from its pages.

This overload means companies must compete harder than ever to grab attention. Focusing on blanket mass media campaigns no longer works because people tune out. The takeaway? Traditional advertising often exists in silos, disconnected from consumer desires and behavior.

Examples

• The oversaturation of pain relief advertisements makes it difficult for new brands to stand out.
• Memory tests show most people can’t recall ads unless they align with immediate needs.
• Television ads often fail to yield significant returns due to divided audience attention.

2. Remarkable Products Win Attention

To be noticed in the modern marketplace, a product must break the mold. Customers are no longer impressed by offerings that merely fulfill their basic functional needs—they crave something memorable. Seth Godin calls this the "Purple Cow" principle—a product so inherently different that it demands attention.

Historically, marketing depended on word-of-mouth or massive ad budgets. However, in today’s landscape, creating a remarkable product that sparks curiosity or discussion among customers is far more effective. Success examples include the relaunch of the Volkswagen Beetle, whose bold and nostalgic design distinguished it from competitors, making it both a conversation starter and a financial hit.

Creating remarkable products involves design thinking and prioritizing bold innovation. When you focus on being memorable from the outset, marketing becomes an organic extension of the product.

Examples

• The Volkswagen Beetle’s distinctive design gave it instant street appeal and fueled word-of-mouth.
• The Dyson vacuum cleaner revolutionized its category by offering a bagless design with superior suction power.
• Apple’s design-first approach to products like the iPhone creates a lasting impression.

3. Risk-Taking Is Safer Than Playing It Safe

Modern markets punish dullness. Companies that attempt to avoid risks by blending in with competitors often find themselves ignored. The risk of being invisible outweighs the perceived dangers of trying something unconventional.

Take the Buick, for instance—a car brand that prioritized safe, boring designs over memorable choices. As a result, it languished in mediocrity for years. On the other hand, individuals like Andrew Weil thrived by embracing originality. Weil stood out in the medical field by combining alternative and conventional medicine, earning praise and a loyal following.

Businesses copy successful competitors hoping to replicate results, but innovation requires bold, fresh approaches. Changing markets require leaders who are accustomed to taking risks rather than playing catch-up.

Examples

• Buick’s uninspired design hurt its sales.
• Andrew Weil’s alternative medicine approach made him a pioneer.
• Nokia’s failure to adapt to smartphones’ rise highlights risks of emulating outdated strategies.

4. Focus on Early Adopters

When introducing something new, your first priority should be the innovators and early adopters—not the majority of consumers. These groups are curious, open to experimentation, and can generate buzz that drives broader adoption.

It’s tempting to aim for the largest segment—the early and late majorities—but that’s often unwise since these groups are hesitant. Instead, strategically design your product to appeal to those who love being ahead of trends and are vocal about their experiences. For instance, digital cameras initially attracted technology enthusiasts and professional photographers before becoming mainstream.

This approach avoids wasted energy and money, ensuring your marketing efforts generate momentum. Once early adopters fall in love with your product, they’ll champion it without you having to chase larger, more skeptical audiences.

Examples

• Early tech adopters played a key role in the rise of digital cameras.
• First users of Tesla’s electric vehicles spread the enthusiasm to wider circles.
• Apple catered first to creatives and “tech enthusiasts” before conquering broader markets.

5. Marketing Starts with Product Design

Effective marketing isn’t an afterthought; it begins the moment you conceptualize a product. By aligning product development with marketing, companies can ensure every detail drives excitement and consumer engagement.

JetBlue’s CEO understood this, involving marketing experts in product design and even employee training to shape the airline’s image. Successful differentiation often requires more than tweaks to price or packaging—it’s about identifying and amplifying the unique feature that can make your offering unforgettable.

The Pantheon in Rome serves as a counter example—it’s a historically significant landmark but is overshadowed by the Leaning Tower of Pisa. Why? The Pisa’s simple, clear “slogan” as a leaning tower is easier to remember and promote.

Examples

• Tiffany’s signature blue box enhances its brand distinction.
• JetBlue’s unique marketing-driven approach shapes its product appeal.
• The Leaning Tower of Pisa’s slanting feature draws far more visitors than the Pantheon.

6. Meet Customers Where They Are

Modern consumers seek solutions, not interruptions. Instead of pushing messages on uninterested audiences, meet customers in spaces where your offering feels relevant. Effective targeting lets your marketing resonate.

Google Ads, for example, allows businesses to connect with users searching for specific answers. A person looking up “best hiking boots” will see recommendations for companies that sell precisely what they need. These “helpful placements” avoid wasting money on indifferent audiences.

Measuring and iterating is equally important. Companies like Zara analyze buyer preferences frequently, updating their clothing lines every few weeks based on real-world trends.

Examples

• Google Ads connects users with the solutions they actively seek.
• Zara adjusts its product offerings weekly based on effectiveness.
• Targeted marketing on social media reaches niche communities successfully.

7. Criticism Is a Sign You’ve Made an Impact

Being different invites criticism. While this may deter some companies, standing out inevitably means attracting opinions. Staying afraid of criticism or trying too hard to offend leads nowhere.

The Cadillac CTS is a perfect example of owning its bold design despite public backlash. While many find it unattractive, its unique appearance has won loyal customers. Recognizing ridicule or criticism as a sign of visibility rather than failure helps maintain momentum.

At the same time, intentional provocation can backfire—even effective products fall victim to poor word-of-mouth when they don’t align with their audience’s expectations or values.

Examples

• Cadillac’s bold cars proved divisive yet successful.
• Apple’s AirPods initially faced ridicule but became a cultural phenomenon.
• Negative campaigns around Burger King’s bold marketing failed to translate into wider success.

8. Measuring Marketing Is Essential

You can’t fix what you don’t measure. Regular evaluation of marketing efforts ensures you’re spending resources wisely. By experimenting with different methods and gauging performance, you can spot what resonates with your audience.

Zara’s fashion production methods reflect this approach, as they pivot designs based on sales data—a system allowing them to stay relevant. Establishing metrics that are also trackable helps you adapt your approach as needed.

Measurement allows for calculated risk-taking without repeated failures.

Examples

• Zara measures sales trends every three weeks.
• Google’s Pay-per-Click ads measure clicks and engagement down to the cent.
• Start-ups carefully A/B test to see which website pages perform better.

9. Embracing Change Is Non-Negotiable

For established companies, avoiding profound change feels safe but comes with massive risks. Embracing change often means altering outdated systems, which can seem daunting.

Retailer Best Buy made precisely such a leap when it shifted from a rigidly product-focused approach to a customer-first model. Brad Anderson, their CEO, revamped the infrastructure to align with what customers wanted rather than what the company wanted to sell.

Adaptability ensures survival in rapidly changing markets.

Examples

• Best Buy revamped systems to follow customer needs.
• Netflix transitioned into streaming at the right time despite costs.
• Kodak failed because it ignored the shift to digital photography.

Takeaways

1. Design for distinction. Build your product or service with a unique element that gets people talking.
2. Embrace early adopters—they’ll help you gain footing and amplify your message naturally.
3. Stop fearing criticism; if you’re not being critiqued, you’re not being noticed.