In today’s saturated business environment, standing out isn’t just an advantage—it’s a necessity. Seth Godin, the celebrated marketing guru, coined the term “Purple Cow Thinking” to describe businesses that are not merely good but truly remarkable. The concept revolves around creating a product, service, or brand so exceptional that it captures attention and leaves a lasting impression. For entrepreneurs navigating fierce competition, adopting this mindset can mean the difference between obscurity and success.
Let’s explore what Purple Cow thinking means, why it’s critical for entrepreneurs, and how you can apply it to create a remarkable business.
What Is Purple Cow Thinking?
Imagine driving past a field of cows. At first, you might notice the animals grazing peacefully. But after a few minutes, they all blend into the background. Now, picture spotting a purple cow among them. You’d stop, stare, and maybe even take a photo. Why? Because it’s remarkable.
Seth Godin’s Purple Cow philosophy urges entrepreneurs to adopt the same approach in business: be so unique and extraordinary that you’re impossible to ignore. Being remarkable means going beyond “better”—it’s about being different in ways that matter to your audience.
Why Remarkability Matters in Today’s Market
- Overwhelming Choices: The average consumer is exposed to between 4,000 and 10,000 ads daily. Without a remarkable offering, your brand risks being lost in the noise.
- Word-of-Mouth Marketing: People share what surprises and delights them. According to Nielsen, 92% of consumers trust recommendations from friends and family over any other form of advertising. A Purple Cow product fuels these organic conversations.
- Decreasing Attention Spans: A study by Microsoft found that the average human attention span has dropped to eight seconds. In this blink-and-you-miss-it world, first impressions are everything.
By being remarkable, your business becomes memorable, sparking curiosity and loyalty—both critical for long-term success.
Examples of Purple Cow Thinking in Action
Let’s look at real-world examples of companies that exemplify Purple Cow thinking:
1. Tesla
Before Tesla, electric cars were niche products with limited appeal. Tesla didn’t just make electric cars—it made electric cars sexy. The brand focused on high performance, sleek design, and an aspirational identity. Elon Musk didn’t just sell cars; he sold a vision of sustainability and innovation.
2. Warby Parker
Buying glasses used to be an inconvenient and expensive ordeal. Warby Parker revolutionized the eyewear industry by offering stylish, affordable glasses online and letting customers try them at home before purchasing. The company also emphasized social impact by donating a pair of glasses for every pair sold.
3. Dollar Shave Club
In a market dominated by giant players like Gillette, Dollar Shave Club disrupted the status quo with a simple, quirky proposition: “Shave Time. Shave Money.” Its hilarious launch video went viral, racking up over 26 million views and proving that humor and relatability could sell razors.
How Entrepreneurs Can Build a Purple Cow Business
So how can you create something truly remarkable? Here’s a step-by-step guide:
1. Focus on the Niche
Trying to please everyone is a recipe for mediocrity. Instead, identify a specific audience and deeply understand their needs, desires, and pain points.
Example: Airbnb started by targeting travelers who couldn’t afford hotels or wanted a more authentic local experience. By focusing on this niche, they created a platform that later grew into a global phenomenon.
2. Solve a Problem Differently
Remarkable businesses don’t just solve problems; they solve them in unexpected ways. Think outside the box and question industry norms.
Example: Patagonia doesn’t just sell outdoor gear—it’s committed to sustainability. Their “Don’t Buy This Jacket” campaign encouraged customers to consider the environmental impact of their purchases, reinforcing their brand’s values while driving loyalty.
3. Design for Virality
Incorporate elements that encourage customers to share your product or service. This could be an eye-catching design, a memorable unboxing experience, or an innovative feature.
Example: Apple’s product designs are iconic, and their packaging is an experience in itself. Customers often share their excitement online, giving Apple free publicity.
4. Embrace Bold Storytelling
Every remarkable brand has a story. Use storytelling to connect emotionally with your audience and differentiate your business.
Example: TOMS Shoes’ “One for One” model—for every pair sold, one is donated to a child in need—is a story that resonates with customers and drives purchases.
5. Don’t Be Afraid to Polarize
Trying to appeal to everyone often results in a bland product. Being remarkable sometimes means alienating those who aren’t your target audience.
Example: Crocs is a divisive brand, with its clunky design often mocked. But its unapologetic commitment to comfort has earned it a fiercely loyal fanbase, resulting in skyrocketing sales.
Backing Up Your Purple Cow with Stats
Data-driven decisions amplify the effectiveness of Purple Cow thinking. Here are some stats to consider:
- Customer Experience: 86% of buyers are willing to pay more for a better customer experience (PwC).
- Brand Loyalty: 81% of consumers say they need to trust a brand to buy from it (Edelman).
- Social Sharing: Content with emotional triggers is twice as likely to be shared (BuzzSumo).
By aligning your product or service with these insights, you can ensure your Purple Cow resonates with your target audience.
Common Pitfalls to Avoid
While Purple Cow thinking can transform your business, there are traps to avoid:
- Forgetting Functionality: Being remarkable shouldn’t come at the expense of usability or quality.
- Overcomplicating the Offering: Simplicity often drives remarkability. Focus on doing one thing exceptionally well.
- Ignoring Feedback: Innovation doesn’t mean disregarding customer input. Use feedback to refine your offering.
Final Thoughts: Remarkability Is a Choice
In the words of Seth Godin, “Safe is risky.” Playing it safe in today’s hypercompetitive market means blending into the background. By embracing Purple Cow thinking, entrepreneurs can create businesses that capture attention, inspire loyalty, and thrive in even the most crowded spaces.
Remember, being remarkable isn’t a one-time effort. It’s a mindset—a commitment to continuously innovate, surprise, and delight your audience. Whether you’re launching a startup or reimagining an existing business, now is the time to stand out. Because in a world full of ordinary cows, there’s nothing more extraordinary than a purple one.
