Learn why “average” is the real enemy in business—and why being remarkable is the only way to survive.
Imagine standing in a field full of cows. Black, white, maybe some brown. You’d glance, nod, move on. Now picture this: one of them is purple. You’d stop, right? Maybe even take a picture. That’s exactly what Seth Godin wants us to get—remarkable stands out.
This book is all about that “Purple Cow”—the product or service so unique, so exceptional, people can’t help but talk about it.
In this review, you’ll discover:
- Why your customers should be your marketing team,
- What makes the Leaning Tower of Pisa get 100x more visitors than the Pantheon, and
- How getting laughed at might actually help your brand grow.
Advertising is losing its edge—because we’ve drowned in it
Let’s be honest—ads are everywhere. Billboards, YouTube, social feeds, podcasts, elevators. We’ve tuned them out.
It used to be that advertising meant credibility. Back in the day, few companies could afford to advertise, so the ones that did stood out. But now? Ads are background noise.
Seth shares a funny moment: while staying at a luxury hotel, he asked nearby guests to name two full-page ads they saw in the newspaper that morning. No one could recall even one. The reason? We don’t care unless it directly solves our current problem.
If you’re launching a new painkiller, you’re not just fighting for attention—you’re battling brands that have already built trust and awareness. The funnel is brutal:
- Find people with the problem.
- Hope they’re dissatisfied with current options.
- Pray they even notice you.
Mass advertising? It’s no longer a guarantee—it’s just expensive guesswork.
Being remarkable is no longer optional—it’s survival
We’ve entered the post-advertising era. Word-of-mouth has taken center stage again—but now it’s turbocharged by social media.
Here’s the timeline Seth lays out:
- Before ads: Word-of-mouth ruled.
- During ads: Money talked—spend more, sell more.
- After ads: We’re back to conversations, but online and viral.
And in this new era, being just “good” won’t cut it. You have to be remarkable. Not slightly better. Not more polished. But genuinely, talkably different.
Look at the relaunch of the Volkswagen Beetle. People loved it not because it was better than a Toyota, but because it looked different. It was a Purple Cow on wheels. Reviews and buzz did the rest.
In today’s world, playing it safe is actually risky
Here’s a truth most companies avoid: avoiding risk is the real risk.
Brands playing it safe—like Buick—fade into the background. No one notices. No one talks. No one buys.
On the flip side, take Andrew Weil. He broke from the pack at Harvard Medical School and blended traditional and alternative medicine—controversial, sure, but also game-changing. That boldness built him a huge following.
Copycat strategies (“follow the leader”) feel safe—but they’re a dead end. If you’re imitating, you’re already behind. And when the market shifts (as it always does), you’ll have no muscle for adaptation.
The music industry learned this the hard way. Stuck in their ways, they got steamrolled by digital innovation.
Target the people who want something new—and will tell others
So let’s say you’ve built a remarkable product. Now what?
You focus on who to talk to. Seth breaks it down like this:
- Innovators – always first in line.
- Early adopters – love smart, new ideas.
- Early majority
- Late majority
- Laggards – dragged in kicking and screaming.
Traditional marketing tells you to go after the big middle (the majority). But they don’t budge until something is already popular. Waste of effort.
Instead, aim for early adopters. They want fresh ideas. And more importantly, they share them.
Launching a digital camera? Don’t pitch to Grandma. Target tech lovers and pro photographers. They’ll rave about it and bring everyone else on board.
Ask yourself: How easy is it for someone to recommend my product? Do my customers naturally talk about things they love?
Marketing isn’t just selling—it’s part of the product itself
This one hits hard: Marketing isn’t a department. It’s the whole business.
Too many companies make something first, then ask marketing to “go sell it.” Wrong approach. Marketing should shape the product from day one.
JetBlue nailed this. Their Head of Marketing helped design the flight experience, train staff, and define the vibe. That’s real marketing.
Also, you need a clear edge. Find the thing that makes you different—price, packaging, story—and double down.
Seth uses the Leaning Tower of Pisa as the perfect metaphor. It’s not the most impressive building in Italy, but it has a killer story. A simple, memorable slogan: It leans.
Meanwhile, the Pantheon? Stunning. Timeless. But forgotten. Why? No hook.
Smart marketing targets the problem-solvers—and measures results
Let’s not sugarcoat it: most ads are useless. They reach people who don’t care, don’t need the product, or won’t take action.
The fix? Be where people are already looking for solutions.
That’s why Google Ads works so well. You’re not interrupting people—you’re answering their question.
And whatever strategy you choose, track it. If you can’t measure it, you can’t improve it.
Look at Zara. Every few weeks, they switch up their inventory based on what’s selling. That feedback loop keeps them fresh and in demand.
Bottom line: Marketing is a cycle—test, measure, adjust, repeat.
Embrace the fear. If you’re not being criticized, you’re invisible
Want to be remarkable? Get ready for criticism.
The new Cadillac CTS? People said it was ugly. Sales said otherwise. Haters are part of the package.
And sometimes, being laughed at works in your favor. The ridicule spreads awareness. But don’t aim for outrage—it’s a high-risk move and can backfire.
The real hurdle for many companies? Change. Going Purple often means breaking systems, retraining staff, even overhauling factories. That’s scary.
But leaders like Best Buy’s Brad Anderson didn’t flinch. He flipped the company’s approach—selling what customers wanted instead of what the store was pushing. That pivot transformed the business.
Final Summary
Key takeaway: In a world full of noise, you either stand out or fade away. “Remarkable” isn’t just a nice-to-have. It’s survival.
Want to thrive? Be bold. Get weird. Take the criticism as proof you’re on the right path. And make sure you’re targeting the people who will not only buy your product—but shout about it.
Action Step
Don’t play catch-up by copying the industry leader.
Instead, write down ways you can close the gap by doing things differently. Focus on innovation, not imitation.
If you’re in product design, learn marketing. If you’re in marketing, learn design. And spend time on the ground—where the product is made and used.
Remarkable doesn’t come from boardrooms. It comes from doing things differently, from day one.