Milked any purple cows lately?

by Steve Mathew

Milked any purple cows lately? Have you seen any purple cows in your neighbourhood? Or what about in your company?

If you have read the latest book by Seth Godin you’d know what I was talking about. In his book, aptly called “Purple Cow”, Seth describes a country side in France with perfect green hills and perfect black and white cows. Picturesque indeed - for the first hour of sight-seeing. But after a while they’re all the same, and nothing really leaps out at you. Unless of course you suddenly spot a purple cow grazing on a hilltop. Your eyes would bulge; you’d stop the car and out would come the digital camera.

So what’s this got to do with business? Actually, a lot. Purple cows are the extraordinary products and services that your company should be producing. What you would actually want your potential customers and clients to do, is to stop their cars, get out, take photos and then because it was so remarkable they would tell their friends. Why? Because that’s how people buy products and services these days. They ask their trusted friends and colleagues what to buy and where to get it.

The people they ask are “early adopters” and they are the influential group of people your company needs to convince about the merits of your “purple cows”. Arguably these early adopters are a smaller target to convert, but the catch is they’re not easily convinced. They have seen it all. They adapt easily, and they adopt new things faster. But once converted – they become sneezers! They ‘sneeze’ their ‘infection’ onto whoever seeks their advice. These advice seekers represent a large chunk of the population (that large chunk that will turn your winning product or service into a real wealth creator).

You’re either a Purple Cow or you’re not. You’re either remarkable or invisible. Make your choice.