The Purple Cow: Lively and Ambitious

[sohanuzzaman56]

The debate at The Monday Reading Club meeting that took place yesterday was varied, lively and quite comprehensive.

Seth Godin 's acclaimed work , The Purple Cow, created more expectations than its content could offer, so we not only identified purple products, but also their management, service, customer service, business model, and the named otaku , among others.

After Marco Cimino 's introduction on how Seth Godin begins to distinguish purple cows from others, the debate began with a question that many of us asked ourselves when we started reading the book: is it vk data always possible to create purple products? And the answer was not long in coming: the purple product is one that is extraordinary, that stands out from the ordinary. Therefore, for there to be something extraordinary, there must necessarily be something ordinary and in this way the contrast must be perceived and valued. Sergio Estévez then launched the dynamic question: what products do we consider purple? Spotify, outlets, the opening of cinemas to stage operas or screen football matches and the post-it note were some of those mentioned.

One of the participants recounted his experience with a Chinese restaurant, where the owner was kind enough to hand him the umbrella, smiling, on the street, after he had searched for it for 15 minutes in the rain. The quality-price ratio is good, but what made this restaurant a favorite was the selfless and personalized attention , which left an emotional mark on the person who recounted his experience.

It is clear then that the extraordinary is not only tangible . The purple cow can be a product but also a service, an attitude... what else?

A great exchange of opinions followed about Nexpresso, iPod and Windows, focusing on the reasons for their success. Is George Clooney necessary for the former when the queues to buy the capsules are more than 45 minutes long at the Paseo de Gracia store? Would iPod be what it is if it weren't for iTunes? Was the monopoly key to Windows' share?

As participation became more widespread, more points of contact between other icons of the new marketing such as Long Tail or The Cluetrain Manifesto were appearing and connecting with Godin's ideas, which made us wonder if these are really original and provide new concepts, or if they refresh and highlight some important ones. The general opinion was inclined to the latter: they are only some lights on previously developed theories, which in a process of change and moving from market saturation to sales personalization, it is necessary to keep in mind.

Personally, I think that the contributions of the @tmrc_bcn attendees were more comprehensive and far exceeded in some variables those proposed by Godin . Although the "purple cows" do not have the master recipe to be created, when it is detected that they are, a whole team of professionals, management systems, reinvestment, reinnovation and lateral thinking applied to lateral marketing, should be present accompanying them. Because the star product, luckily, is not self-sufficient.

February 2 , 2010 is the new date for a talk on Neuromarketing by Néstor Braidot , and it is inevitable to have high expectations about a topic as attractive as neuromarketing. See you next year?