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Think you’re special? Then be a purple cow!

If you want a great example of an author who practices what he preaches, look no further than Seth Godin. In his book, The Purple Cow, which I found intriguing and engrossing, he argues that in order for one’s product to stand out, it needs to be perceived as being something special. In other words, it needs to be portrayed as an eye-popping purple cow in a field of brown, black and white cows. So what did Godin do? He marketed the first, self-published edition of The Purple Cow—which eventually became a best seller—by packaging it in a milk carton …

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