A PURPLE cow stands out no matter how you look at it. Now that is being remarkable. The challenge in today’s overcrowded marketplace is to become VISIBLE rather than to remain invisible in a market with a multiplicity of similar items from which to choose. To become remarkable means the business or entrepreneur must do something which is, in some way, well, remarkable. The product the business or entrepreneur offers to the world must be packaged through an inventive strategy designed to set their product out in the forefront ahead of the competition. According to Godin, purple cow innovation is more than cutting edge. It’s more than mass advertising. It’s more than a recognizable household name. It’s more than tried and true. Instead. It. Is. Original.
Purple cow is offering an item in a remarkable, new way. It’s unusual. It’s consistent. It’s fun! It’s something-you-must-have because it meets a need and is also dependable. Although having a good idea or a useful product is great, most likely in today’s market that is not enough without the purple cow. The product will remain invisible to the buyer and relatively unknown to the masses. This means that businesses must leverage risk by developing something remarkable in order to become visible. For writers, like me, this is important. What good is a writing that is never noticed and never read? Word of mouth matters too.
I read Purple Cow because another author remarked that it changed his outlook and in the process changed his life. I guess what purple cow thinking says is this, what boring is to marketing, conducting business-as-usual is to stale and stagnate–and that is, well, unremarkable. Why not be remarkable instead?
A Day Brightener: So, who was it who liked happy thoughts? Oh yes, it was Peter Pan who desperately needed a happy thought so he could fly. A happy moment can make all the difference. The following two memories happened during a time when I was in need of some encouragement. They are packed with warm fuzzies.
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Mother & Daughter Moment: In 2009, while shopping with my soon-to-be-married daughter, our shopping carts overflowing with food items for the wedding reception, I suddenly was overwhelmed by my love and care for her. I said to my daughter, “I need a hug.” She replied, “Me too.” It was a close clinging as we hugged there in Sam’s Club. My sweet girl all growed up, and me letting her go and finding it hard to do. She was so beautiful, tall, and radiant. I could see her joy. Our relationship was changing and we could sense it. We both felt deep emotion, like when you would rather cry than do anything else. It reminded me of our embraces when she would leave for University during earlier times in her life. That hug spoke of love, treasured love.
Message in the Sky: The Canadian Snowbirds Air Force jets performed an air show at the local airport that same year. I was home alone, and, as I often do during air shows, I stood on the creek bank behind the house and watched the show. Better than some, I thought to myself while watching their wonderful formations. I was ready to return to the house when the jets dove down, came up straight together, then divided; half of the jets swooped down to the right and half swooped down to the left heading toward each other. The jets crisscrossed at the bottom leaving a beautiful heart trailing in the sky like an ending signature move. That heart in the sky spoke to me and lifted my spirits. I watched the heart while the vapors slipped back and forth during the next few moments before it melted away. My own heart felt full like what I had just seen was a gift from God speaking of His love for me.
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Leave a “happy thought” of yours in the comments. That would be cool.
