Purple Cow

Award-Winning Bestseller. You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How did they confound critics and achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? Face it, the checklist of tired Ps marketers have used for decades to get their product noticed -- Pricing, Promotion, Publicity -- aren't working anymore. There's an exceptionally important P that has to be added. It's Purple Cow. Cows, after you've seen one, or two, or ten, are boring. A Purple Cow is something phenomenal, something counterintuitive and exciting and flat out unbelievable.