For those of you who haven’t read Seth Godin’s book “Purple Cow” or any of his books for that matter, I highly suggest that you pick one up and prepare to be blown away. He talks about how traditional marketing model is no longer an effective way to get the word out about your product or service. And as the title suggest, it’s incredibly important to stand out in the marketplace by finding your purple cow strategy.
As Godin explains throughout the book, the problem with creating the ideal purple cow for many organizations is that people are afraid of taking the risk and standing out in the marketplace. He makes a great reference to the fact that from an early age, we are conditioned to sit quietly in the crowd, follow someone else’s rules and play it safe. We’re afraid that when we fail or make effort to stand out among the crowd, many times we are criticized by our audience and suddenly the stage becomes quite lonely as a leader.
Many of us have been sold a false sense that criticism follows failure and that being invisible, anonymous, un-criticized and safe is that way to play the game throughout life. Godin makes a great point when he says “In a busy marketplace, not standing out is the same as being invisible.” The reality is that the biggest risk in life is actually not standing out and being boring. I challenge everyone to break the mold of quiet mediocrity and show the world how remarkable you are with your own purple cow.