Purple Cow by Seth Godin

Starting or just started a business? Seth Godin advises you to do two things "after you create something remarkable:"

1. Milk the cow for everything it's worth. Figure out how to extend it and profit from it for as long as possible.
   
2. Create an environment where you are likely to invent a new Purple Cow in time to replace the first one when its benefits inevitably trail off. (excerpts from Purple Cow; Kindle version, 951-58)

Seth Godin's "Purple Cow" name stems from the notion that no one pays attention to a cow because we know what to expect from them: they stand around, eat, and their colors are black and white. However, what would you do if you saw a purple cow? Pay attention right?

The book aims to turn business owners into Purple Cows. Or at least to get them thinking that way. A quote from the author summarizes it:

"So it seems that we face two choices: to be invisible, anonymous, uncriticized, and safe, or to take a chance at greatness, uniqueness, and the Cow"

I read this book while on vacation and couldn't stop reading until I finished it for two obvious reasons:

1. The book applauds innovation and celebrates startups. There are startup stories and examples from companies that we know and patronize; examples that enhance the writer's arguments.
   
2. The book is definitely not for the "weak at heart." It is motivational yet candid. The message is simple: your way of thinking is what determines whether your startup becomes a "purple cow."

Any business owner should read this book; I particularly think that startups or existing businesses seeking innovative restructuring, will benefit greatly. Find Purple Cow and read it. I can guarantee you will like it.

If you've read the book, I would also like to hear your thoughts. Leave a comment about the book or your "purple cow" story.

About the Author: Cheryl Isaac is the writer of this blog and a Startup Business Consultant & Owner of Isaac Business Services, the business startup company.