Key Principles, Insights and Actionable Exercises
The older I get, the more I realize that life is not just about seeking oneness; it’s also about uncovering and growing fully into our unique, authentic selves. And yes, from a human standpoint, we are all unique. This is not something merely philosophical or spiritual. It is a scientific fact that your exact genetic makeup has never occurred before, nor will it ever be repeated.
In my experience, it is only when we embrace our uniqueness that we can truly shine as lights in the world. Until then, we’re simply replicas, copycats of the crowd, too afraid of criticism to be different.
The same can be said about the brands and products we create. In business today, success comes largely from being (or creating) that “purple cow”— so appealingly different that the conversation turns to this remarkable one standing out from the crowd.
In Seth Godin's book, The Purple Cow, he takes you on a journey through the past and present of advertising, PR, and marketing. He explains why the P’s of standard marketing techniques (pricing, promotion, positioning, publicity, packaging, etc.) are not enough in today’s world; how and why coming up with a remarkable product is the fastest way to generate successful sales; and how a range of companies in the U.S. have created their own “purple cows.”