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اثر ست گودین از انتشارات کتیبه پارسی - مترجم: افسانه درویشی-ادبیات آمریکا

Cows, after youve seen one, or two, or ten, are boring. A Purple Cow, though...now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff-a lot of brown cows - but you can bet they wont forget a Purple Cow. And its not a marketing function that you can slap on to your product or service. Purple Cow is inherent. Its built right in, or its not there. Period. In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. Its a manifesto for marketers who want to help create products that are worth marketing in the first place.


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Now I know that making my business a purple cow is important. Its critical. My future and the future of the world depends on it. Nothing matters more. I get it.

Unfortunately, I have no idea how.

And that in a nutshell, is this books problem. It keeps telling you @be excellent and be memorable@ in so many different ways. I could have figured that out myself. Without a step-by-step plan customized to my particular situation that tells me *how* I can be excellent and unique, merely telling me to be a purple cow is pointless ....

مشاهده لینک اصلی
This post started out as a book review for Seth Godins book Purple Cow, but morphed into something much more. If you have read Purple Cow, then this post will resonate. If you have not read Purple Cow, then read this post and then go read the book.

This book is over 10 years old and yet it still speaks to me on many levels. Like all the other marketing business books I have read this summer I read the material through the lens of education. Instead of worrying about how to make money, I read these books to figure out how to appeal to students and improve education.

This book is spot on. The book discusses the markets of companies. I feel that the market for students is no different. Society today has over-saturated the minds of our youth. They have so many outlets, apps, people, communities, etc. pulling for their attention that it is almost beyond absurd. Reading this book about being a purple cow made me think even more about how teachers brand themselves. I hate to say it, but we are in the market of our students. We are fighting for their attention. What will we do as teachers to stand out for their time?

The frustrating thing is how many teachers dont feel this is their obligation. They dont think they should have to appeal to students. It is not their job to entertain or grab their interest. They believe the students should conform to them. I know it is not professional to say, but I want to ask them what planet do they live on? When we were kids we did not conform either. We might not have gotten into trouble, but it was not that long ago that we were young and begging to get out of school. It is our duty to be a game changer. It is what we do. It is our job. Why else would you be in the occupation if not for the kids. You want your own children to have teachers who go above and beyond so make sure you do the same.

Teachers today have to connect with students. We have to be better than very good. As Seth states in the book, @The opposite of remarkable is very good. Very good is an everyday occurrence and hardly worth mentioning.@ Teachers today have to go above and beyond. Stand out. Make your teaching brand known. Not only do we have to stand out among the buzz of society, but even among the teachers in the building we teach in.

I cannot help but think of several years ago when I was one of four teachers in the district who received a SMARTboard. It was mind blowing to students. Everyone wanted to be part of the action. Teachers wanted one and students were so excited to be part of the journey. Now every classroom has a SMARTboard and nobody cares. Following the leader only leads to very good. You have to create your own niche. The SMARTboard is now a chalkboard of today. Not one kid cares about the technology. What are you doing to separate yourself?

I have typed up my notes to Evernote which you can view here. I have taken the context of the material and tried to rewrite it to fit education. I would love to hear your thoughts and feedback.

Despite the book being a decade old, the material is still fresh. Yes, his examples of the the digital camera no longer work as they have been replaced by smart phones, but the ideas are as strong as ever. We are in an age where we have to stand out. Safety is in the risk taking.

Working on my own teaching and craft this summer I am really trying to brand myself. I want to be @me@ aka Coffeechug. I dont want Coffeechug to look like anyone else. Would I love the following of Dave Burgess and #TLAP? Yes, he is everywhere right now. I am learning from him and his community like no other, but I cannot be just another person. I have to apply, adapt, modify, and make things my own. Coffeechug has to be a Purple Cow in education.

Last, in order for this to happen I have to shake things up. Schools need to quit being factory mode learning institutions. I know we have preached that for years, but very little has changed. Desks are still in rows and we still expect students to fill in worksheets perfectly to our standard. Let your uniqueness as a teacher spill over to students. Let them be unique. Let them chart their own path with your guidelines. We are not linear by nature and our classrooms should not either. It is time schools become a Purple Cow and move beyond very good to remarkable.

Thank you Seth Godin for giving me more fuel to my fire to pursue my passion of being a remarkable educator. This is a must read if you have not already read this book.

مشاهده لینک اصلی
Im being kind with a 4 star rating. While its a well written book, and I believe most of what Seth says to be true, I was hoping for a guidebook. Instead, he affirmed what I already knew-marketing isnt as effective as it was 10 years ago, marketing doesnt guarantee youll get noticed, and all of the normal avenues of marketing are no longer the powerhouses. Its not even print vs. digital. Its the remarkable vs. the unremarkable.

After reading The Dip (also by Seth Godin), I thought this one would be the perfect follow-up. And it is, but not in the way I expected. The Dip had instructions, steps to take to move forward. Purple Cow has the same direct writing approach, but the instructions were lacking. I understand why. Hes saying there is no @right@ way or easy answer. If there was an easy answer to success, wed all be successful. But we know its not just a lottery, either. You can work towards being successful. His main point, is that humans are overwhelmed with products, choices, and ads. If your company doesnt have something that stands out, youll get lost in the middle. This is whats happened to me. I provide a great product. But I wasnt the first, Im not the biggest, the smallest, the cheapest, the most expensive, the easiest, the most difficult, the craziest, the prettiest packaging, the most illusive, the best placement, the fastest, the slowest.....This makes me unremarkable. Im good, but that doesnt matter. Im not remarkable. I fall into the wasteland of Google, Im just another photographer on a page. I cant blame people. They dont want to spend all their time researching the middle. They want someone to tell them whats best, cheapest, etc. I find myself falling into that sometimes as well, though I try to find the people in the middle, because I know what its like. The quickest answer isnt always going to serve me best, but I admit it saves on time and frustration. And thats what people want.

What I found most helpful about this book is the examples he gives of successful companies, why they became successful, how theyve stayed successful and why some of them are no longer successful. He breaks apart the product from the marketing, saying that the marketing is important, but the product is more important. This is good! Who wants to be sold crappy products with great advertising?

Bottom line, if youre in business for yourself, or if you are an influential person in your company, this is a good book to read. Though its frustrating and isnt full of easy to-do lists, its probably the best piece of advice Ive heard. And I hate Seth for it. Hopefully one day Ill thank him instead.

Favorite Quotes:
@Are you obsessed or just making a living?@
@Let them see that every single industry is feeling the same pain you are.@
@Well, if you dont have time to do it right, what makes you think youll have time to do it over?@
@Cheap is an easy way out of the battle for the Purple Cow.@
p.93 @The sad truth, though, is that it may be quite a while before the {cell phone} market generates the attention it did five years ago.@ This made me laugh out loud, because it was written in 2002, but the smart phone was unforeseen. Wow, if we only knew then....
@So the question you need to ask yourself is this: If only 6 percent of the most valuable brands used the now-obsolete strategy of constantly reminding us about their sort-of-ordinary product, why do you believe this strategy will work for you?@
@Will any business that targets a dying business succeed? Of course not. But...targeting a thriving niche in a slow-moving industry can work-if youre prepared to invest what it takes to be remarkable.@
@No one will argue with you if you claim that Wal-Mart is the biggest, most profitable, scariest retailer on earth. So, when Wal-Mart was frantically trying to catch up with Amazon.com, what did they have plastered on a banner in their offices? @You cant out-Amazon Amazon.@
@You have to go where the competition is not. The farther the better.@





مشاهده لینک اصلی
Now I know that making my business a purple cow is important. Its critical. My future and the future of the world depends on it. Nothing matters more. I get it.

Unfortunately, I have no idea how.

And that in a nutshell, is this books problem. It keeps telling you @be excellent and be memorable@ in so many different ways. I could have figured that out myself. Without a step-by-step plan customized to my particular situation that tells me *how* I can be excellent and unique, merely telling me to be a purple cow is pointless.

مشاهده لینک اصلی
This book is really a Purple Cow :) !

In a @remarkable@ way, Seth sending a message that: if you dont convert your business into a Purple Cow (being Remarkable), most probably youll not succeed.

He clarifies how the world of business have changed & how marketing of old days doesnt work anymore.

A LOT of good advices with evidence and study cases in this book.

I totally recommend it for people interested in business, sales and marketing.

مشاهده لینک اصلی
An unremarkable and dated book. A quick read, but I dont feel like I came away from this book with anything.

Let me summerize the book in a few sentences:

MARKETING IS WRONG, ADVERTISEMENTS ARE DYING.
FOR STUFF TO SELL IT HAS TO BE AWESOME.
IF YOUR STUFF IS AWESOME AND IT SELLS DONT SAVE ALL THAT MONEY, SPEND IT ON MAKING SOMETHING MORE AWESOME.
YOU WILL FAIL.
KEEP TRYING.

Which is all fine and dandy, but Im not entirely sure who the hell this book is supposed to help.

مشاهده لینک اصلی
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