Purple Cow Readings and Activities
Directions: There are 9 activity sections to be completed for the Purple Cow book. Use your time wisely. All sections MUST BE typed and written in complete sentences.
Purple Cow Timeline
Read pages 1-24 tonight
Day 1: Complete Activity #1; read pages 25-32 tonight
Day 2: Complete Activity #2; read pages 33-50 tonight
Day 3: Complete Activity #3; read pages 51-71 tonight
Day 4-5: Complete Activity #4; read pages 72-89 tonight
Day 6-7: Complete Activity #5; read pages 90-109 tonight
Day 8: Complete Activity #6; read pages 110-121 tonight
Day 9: Complete Activity #7; read pages 122-145 tonight
Day 10: Complete Activity #8
Day 11-12: Complete Activity #9 and any other unfinished activities
Day 13: Discuss the book and students’ work in class.
All activities due ______.
Purple Cow Activity #1
Read pages 1-24
1. According to what you have learned in your marketing courses, what are the 4 P’s?
2. What does Godin mention as the P’s?
3. Explain Godin’s Purple Cow Concept.
4. What is Remarkable Marketing?
5. Explain Moore’s ideas diffusion curve. Give a product example for each.
6. What are 5 Purple Cow products?
7. Why is it so hard to follow the leader?
8. What is a current remarkable product?
9. What is Godin’s goal with Purple Cow? Explain.
10. What symbol does Godin use to point out the top takeaway points throughout the book?
Analysis: Make a personal connection to the text you just read. How does it relate to you? What did you learn from it? Remember, think outside the box!
Purple Cow Activity #2
Read pages 25-32
1. Explain the reasoning behind Godin’s “Going Up?” case study.
2. Give an example of this theory.
3. Explain the reasoning behind Godin’s Tide case study.
4. Do you agree with his takeaway point? Why or why not? Explain.
5. Who are the innovators?
6. Who are the early adapters?
7. Who are the early and late majority?
8. Who are the laggards?
9. Explain why the digital camera example works.
10. How do you break through the mainstream? (hint: idea virus)
11. Who or what is a sneezer? Why would you want them to know about your product or idea?
Analysis: On page 32, Godin gives the reader one of his takeaway points. Think about an idea for a new product that you have and review it based on the questions he proposes. Which products and ideas are worth launching?
Purple Cow Activity #3
Read pages 33-50
1. What advice does Godin give on page 41? Do you agree? Explain your answer.
2. What does CPM stand for?
3. Name at least 3 companies that are not trying to be everything to everyone.
4. If you could pick one underserved niche to target and to dominate, what would it be?
5. In a crowded marketing place, how do you fail? Explain this theory.
6. Why is it good to be criticized?
Analysis: Pick a service or product. Make a list of 10 ways they can be different. Explain your answers.
Purple Cow Activity #4
Read pages 51-71
1. Explain this quote: “Safe is risky.”
2. Do you think Donald Trump would agree with the above quote? Why or why not? Explain your answer.
3. Go to the following website: http://www.hermanmiller.com/. Find the Aeron Chair. What do you think of this chair?
4. True or False: Herman Miller’s Aeron Chair got so popular because of a huge advertising campaign that took place in newspapers across the globe. Explain your reasoning behind your answer.
5. What key value is Logitech using to be successful?
6. What are the two challenges you should pursue after you create a purple cow? What conclusion does this make you come to?
Analysis: Pick a product/company and make a Saturday Night Live skit about it. Write the script and describe the characters and the scene (in detail).
Purple Cow Activity #5
Read pages 72-89
1. Visit www.sethgodin.com. Sign up for his email list. What happens?
2. What is Curad’s Purple Cow?
3. What kinds of products have become collectibles?
4. What companies are reintroducing “wonderful classics”? Why do you think these companies are using this strategy?
5. What does Otaku mean?
6. Tell me about a personal Otaku moment you had recently.
7. Explain why Godin advises this: “Find the market niche first, and then make the remarkable product – not the other way around.”
8. Explain the power of a slogan.
9. Tell me a slogan that is remarkable, that is worth passing on. Why do you like it so much?
Analysis: Design a business card for yourself. Make it represent who you are. Are you worth passing on?
Purple Cow Activity #6
Read pages 90-109
1. According to Godin, what is marketing the act of, the effort of, the craft of, the art of, and the technique of? Do you agree with Godin? Why or why not? Explain.
2. On page 97, what does Godin say about a company that is failing? What exactly does he mean by this?
3. How did Howard Schultz get a coffee otaku?
4. True or False: Outrageous is always remarkable. Explain your answer.
5. Tell me about a time you were outrageous, that you were “at the edge.” What did it feel like? How can you relate this feeling or this experience to marketing a product or service?
6. If you weren’t afraid of failing, what kind of product or service would you create? What’s the most audacious thing you’d try?
7. True or False: Remarkable is always about changing the biggest machine in your factory. Explain your reasoning.
8. What are Hallmark’s 3 powerful forces?
Analysis: What are your company’s powerful forces? Either choose the company you work for or choose another company you are familiar with. How can YOU make these forces better? How can YOU turn them into a Purple Cow?
Purple Cow Activity #7
Read pages 110-121
1. How can YOU be exceptional when applying for a job?
2. What is the secret in a “Purple Cow” job-seeking technique? Explain. Do you know any of your classmates who are like this? Explain.
3. When is the best time to start being a Purple Cow?
4. Explain the idea behind the case study: “Tracey, The Publicist.”
5. Who is Robyn Walters. Describe her job.
6. Who is Michael Graves? Go to the following website: www.target.com. Find and print an example of his work. Why do you think Target does so well with his designs?
7. True or False: You don’t need passion to create a Purple Cow. Explain your answer. Do you agree? Why or why not? Explain.
Analysis: Tell me about a time you experienced a Purple Cow shopping experience. What made this place stand out to you? What made it a Purple Cow at that time? Is it still a Purple Cow? Why or why not?
Purple Cow Activity #8
Read pages 122-145
1. What’s the reasoning behind Godin’s 34 examples?
2. List at least 15 of Godin’s examples.
3. Of those examples, which ones are you familiar with?
4. Of those, do you agree that they are Purple Cows? Why or why not?
5. Go to www.google.com. Type in “frog pet” in the search box. What happens? Did you get the same results as the example in the book?
6. What is one of Best Buy’s products? (one that is mentioned in the book). Explain.
7. True or False. In years past, IKEA has done so well because of advertising. Explain your answer.
8. What is www.cdbaby.com? Why or how does this concept work?
9. What makes it much easier to develop and sell amazing things? Why is this so?
10. How can you drink a purple cow for free?
11. Go to www.apurplecow.com/bzz. What happens? How did the BzzAgent promote this book?
Analysis: Pick a random product. List ten ways to change it. What do you think of your ideas? (Are you ready to sell them to the company?)
Purple Cow Activity #9
Write a reflection about your experience with the Purple Cow book. Did you like reading it? Why or why not? What can you compare your experience to? Be creative. If you could give advice to companies, what would it be? What was the most interesting thing you read? Do you think I should use this book again in class? Why or why not? Impress me with your thoughts, opinions, and creativity! Think outside the box and make this paper a…PURPLE COW!