If you don’t know what a purple cow is you are probably already thinking that we must have completely lost the plot…but remember 4imprint is based in Wisconsin so we know a thing or two about cows…
Gelett Burgess actually wrote the original poem in 1896 and it appears he became increasingly annoyed by the continual link to the short poem rather that other more eloquent works. Seth Godin one of today’s more humorous business writers brought the concept back to us in 2003 with his book named, not surprisingly, Purple Cow. Seth talks about what it is that has made companies such as Starbucks and Jet blue confound the critics and built spectacular growth and deep relationships with their customers.
My personal purple cows would be H&M the Swedish retailer who bring us high fashion at knock down prices, Built NY, they’re the people that came up with the neoprene bottle holders, Swig restaurant in Milwaukee (read their blog to see the first year journey of a new restaurant), Tom Peters’ book Re-imagine and the Suck Uk team of designers (if you’re into product design you must check them out). What joins such a disparate group together is that one fact…they are in their own way remarkable and stand out from the crowd in just the same way a cow would do if it was purple.
If you haven’t read the book and are in some way involved in building a company, organization or just a book club I’d encourage to go and buy it now. It’s an easy read that you’ll find energizing and inspiring as Seth encourages you to put a ‘purple cow’ into everything you do. Then in two months time….read it again!
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