{"id":27279,"date":"2021-02-18T09:04:01","date_gmt":"2021-02-18T13:04:01","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=27279"},"modified":"2021-02-22T21:18:28","modified_gmt":"2021-02-23T01:18:28","slug":"a-purple-cow","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/a-purple-cow\/","title":{"rendered":"For a Successful New Product, Make a Purple Cow"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.shortform.com\/blog\/purple-cow-theory\/\">What is a Purple Cow<\/a>? How do you create a new product that will stand out from the crowd?<\/p>\n\n\n\n<p>A Purple Cow is a unique and <a href=\"https:\/\/www.shortform.com\/blog\/remarkable-product\/\">remarkable product<\/a>. Passion is at the very core of Purple Cow theory. The best products are made by people who are passionate about them.<\/p>\n\n\n\n<p>Continue on to learn how you can make a Purple Cow of your own.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Finding a Purple Cow<\/strong><\/h2>\n\n\n\n<p><em>Purple Cow <\/em>by Seth Godin discusses how to leverage passion, both your own and your audience\u2019s, in order to create a Purple Cow (a unique and remarkable product). If you create a new product that you\u2019re passionate about, it\u2019s sure to be remarkable; if you create something that others are passionate about, it\u2019s sure to have a market. <strong>Passion is key.&nbsp;<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Passion, Art, and Science of Purple Cows<\/strong><\/h3>\n\n\n\n<p>Passion is at the very core of Purple Cow theory. The best products are made by people who are passionate about them. For example, Starbucks\u2019s CEO is a huge coffee aficionado. Starbucks makes good coffee because their CEO had them create a new product that he\u2014someone passionate about coffee\u2014would want.<\/p>\n\n\n\n<p>Unfortunately, it\u2019s likely\u2014maybe inevitable\u2014that at some point you\u2019ll find yourself working on a project you\u2019re <em>not <\/em>passionate about. In that case, <strong>you still need to project an air of passion,<\/strong> even if it\u2019s not real. There are two ways to do this.<\/p>\n\n\n\n<p>The first option is to try to understand people who <em>are <\/em>passionate about it, and make something that they\u2019d want. You might call this the <em>art <\/em>of projecting. This is a great skill to have no matter what you\u2019re working on. Master it, and you\u2019ll be able to make a Purple Cow out of anything, not just something that you personally love.&nbsp;<\/p>\n\n\n\n<p>The second option is to rely on tracking and measuring your sales and feedback. You can learn what\u2019s working and what isn\u2019t as you keep launching new products. This could be called the <em>science <\/em>of projecting. While this is a method of faking passion, in practice it\u2019s the exact opposite of passion. If you\u2019re using the science of projection, <strong>you must accept the results without any biases or preformed opinions.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A Purple Cow Is a Leader<\/strong><\/h3>\n\n\n\n<p>Birds fly in formation because the leader reduces the wind resistance, giving the others an easier flight. Many businesspeople think they can do the same, getting the benefits of a Purple Cow while letting the industry leader take the risks. However, there are a couple of things wrong with this approach.<\/p>\n\n\n\n<p>First of all, birds actually switch off leaders frequently, but <strong>people using this strategy will never become leaders themselves.<\/strong> Most will be office drones their whole careers. Strangely enough, this also applies to following your own lead\u2014trying to imitate a previous success, not realizing that the market for it is gone now.<\/p>\n\n\n\n<p>A good example of companies trying to follow their own lead is yoga books. Yoga books were extremely popular for a while. By now, though, most people who want them already have them, and they aren\u2019t necessarily looking for new ones. Publishers who keep cranking out more yoga books will probably find their sales dropping off sharply.<\/p>\n\n\n\n<p>Second, following the wrong \u201cbird\u201d can get you fired, laid off, or caught up in a bad situation professionally or even legally. Working for a <a href=\"https:\/\/www.shortform.com\/blog\/bad-boss-characteristics\/\">bad boss<\/a> can mean more than a frustrating work environment\u2014it can be a major setback for your career.<\/p>\n\n\n\n<p>The bottom line is: Whether you\u2019re using passion, art, or science, <strong>whatever you create must be <em>your <\/em>product. <\/strong>You can\u2019t play follow-the-leader with products and services\u2014the leaders only succeeded <em>because <\/em>they were the leaders, and once you follow them it\u2019s no longer remarkable (which is to say, not a Purple Cow).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make Something Remarkable<\/h3>\n\n\n\n<p>The big question, of course, is &#8220;How do you create a new product?&#8221; You want to make something successful, but sometimes it seems hard to figure exactly why things succeed. After all, Four Seasons and Motel 6 both did very well, despite seeming like total opposites.&nbsp;<\/p>\n\n\n\n<p>However, the key is what they have in common: They\u2019re unusual. Four Seasons is expensive and luxurious, while Motel 6 is cheap and practical. They\u2019re opposite extremes in the hotel industry, meaning that both are remarkable in very different ways.<\/p>\n\n\n\n<p>Your product has to be <strong>remarkable enough to attract the left side of Moore\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/idea-diffusion\/\">Idea Diffusion<\/a> curve<\/strong>, but <strong>flexible and accessible enough to appeal to the middle sections<\/strong>\u2014<em>unless<\/em> you\u2019re planning to target <a href=\"https:\/\/www.shortform.com\/blog\/a-niche-market\/\">a niche market<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a Purple Cow? How do you create a new product that will stand out from the crowd? A Purple Cow is a unique and remarkable product. Passion is at the very core of Purple Cow theory. The best products are made by people who are passionate about them. Continue on to learn how you can make a Purple Cow of your own.<\/p>\n","protected":false},"author":8,"featured_media":27282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[213],"class_list":["post-27279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sales","tag-purple-cow","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>For a Successful New Product, Make a Purple Cow - Shortform Books<\/title>\n<meta name=\"description\" content=\"A Purple Cow is a unique and remarkable product. 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You should aim to create a product that stands out from the crowd as a purple cow would.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-18T13:04:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-23T01:18:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/02\/unique-umbrella.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1182\" \/>\n\t<meta property=\"og:image:height\" content=\"670\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Hannah Aster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Aster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/\"},\"author\":{\"name\":\"Hannah Aster\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/f39f52830e4f7039a16e45d12354542f\"},\"headline\":\"For a Successful New Product, Make a Purple Cow\",\"datePublished\":\"2021-02-18T13:04:01+00:00\",\"dateModified\":\"2021-02-23T01:18:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/\"},\"wordCount\":787,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/02\/unique-umbrella.jpg\",\"keywords\":[\"Purple Cow\"],\"articleSection\":[\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/\",\"name\":\"For a Successful New Product, Make a Purple Cow - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/a-purple-cow\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/02\/unique-umbrella.jpg\",\"datePublished\":\"2021-02-18T13:04:01+00:00\",\"dateModified\":\"2021-02-23T01:18:28+00:00\",\"description\":\"A Purple Cow is a unique and remarkable product. 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