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Business storytelling is my passion and my profession. For over six years, I have been…
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We're stoked you're joining our coworking & business community, Alexander Wallace 👏 In his own words: "Through Ashcott Capital, I will be seeking to…
We're stoked you're joining our coworking & business community, Alexander Wallace 👏 In his own words: "Through Ashcott Capital, I will be seeking to…
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A bit of Friday fun! I got 'All-Rounder'!
A bit of Friday fun! I got 'All-Rounder'!
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Celebrating 50 remarkable years of the Marketing Association empowering marketers to be brilliant! We're thrilled to have CUPRA as our partner for…
Celebrating 50 remarkable years of the Marketing Association empowering marketers to be brilliant! We're thrilled to have CUPRA as our partner for…
Liked by Steve Ballantyne
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The Medici Effect
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WHY PURPLE COWS ARE NO LONGER ATTRACTING ATTENTION
In 2002 Seth Godin wrote his breakthrough book, Purple Cow. The idea behind the book was that to stand out we need to be remarkable, worth talking about, worth noticing, exceptional.
Almost 18 years later the world has changed, and brands are again having a differentiation problem. We are faced with great challenges that require thinking that is beyond the “purple cow”. Purple cows are not that uncommon anymore. In today’s…WHY PURPLE COWS ARE NO LONGER ATTRACTING ATTENTION
In 2002 Seth Godin wrote his breakthrough book, Purple Cow. The idea behind the book was that to stand out we need to be remarkable, worth talking about, worth noticing, exceptional.
Almost 18 years later the world has changed, and brands are again having a differentiation problem. We are faced with great challenges that require thinking that is beyond the “purple cow”. Purple cows are not that uncommon anymore. In today’s fast-moving digital world, it’s easy to paint a cow purple. Metaphorically, purple cows are a dime a dozen. Most product categories have become crowded, homogenised, and lost in a sea of sameness. The market has become hyper-competitive and saturated with way too many products. Everyone looks and feels the same. At the end of the day, black or brown, purple or pink, it’s still a cow!
The challenge today is first to differentiate yourself from your competitors (being purple isn’t going to cut it anymore). And second, make sure your ‘different’ is also ‘helpful’. Unless you are supremely useful, your differentiation will not be sustainable. In today’s marketplace people are not looking for novelties, but results.
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