Purple Cow

Seth Godin's central image is driving past field after field of brown cows — they are all invisible because they are all the same. A purple cow, by contrast, is remarkable: you would stop, stare and tell people about it. Godin argues that in a crowded marketplace the safest strategy is to be remarkable, because average products for average people no longer break through the noise. Marketing is no longer something you bolt on at the end; it has to be built into the product itself. The book is a manifesto against bland, risk-averse marketing. Godin shows that remarkable products spread through "sneezers" — early adopters who love telling others — and that trying to appeal to everyone guarantees you appeal to no one. For B2B this means building offerings and positioning so distinctive that your ideal customers cannot help talking about you. It is the mindset behind how we help tenants find their own "purple cow" in otherwise commoditised markets.