Are You Remarkable?
by John R. Sedivy
Are you remarkable? It’s a simple question really and boils down to one thing – is there something about you, your product, or service that is worth commenting on? Either good or bad – will people talk about you? Or will you fade into a sea of mediocrity?
Are you remarkable? I was forced to ponder this question while reading Seth Godin’s Purple Cow. Purple Cow is a classic marketing book which made the term purple cow synonymous with being remarkable. It is an equally classic tale – the author and his family are driving through the European countryside and are at first amazed by the sight of cows grazing the pastures. However, over time the appearance of the cows became commonplace – a commodity really. And the inevitable question arose – wouldn’t it be remarkable to see a purple cow? That would be something to talk about!
Being Remarkable
When running your business or living your life you should consider the concept of the purple cow. In society there is sometimes a tendency to not want to be talked about. People talk, so it reasons that you should not give them anything to talk about. Stay within the lines and it will give them less to talk about. This is the safe path and will likely keep you away from trouble or even failure.
In avoiding failure you will also avoid phenomenal success. Average is a commodity, a purple cow is remarkable. The commodity does things the way they have always been done mainly because they have always been done that way – it’s the safe path, or so it seems. The purple cow challenges convention and strives to be different and therefore is worthy of remark. The purple cow flies in the face of this always.
Practicing What You Preach
One of the many aspects that I admire about Seth Godin is that he leads by example. Business and marketing books are supposed to be dry and serious – not Seth Godin – his work is colorful and witty! Nearly all books come in the same shape and size. His books are smaller, shorter, and interestingly enough – packed with more value. Purple Cow even came packaged in a milk carton. Talk about a purple cow!
Purple Cow is congruent in that it instructs on how to be remarkable and at the same time is remarkable in and of itself.
A Time For Introspection
Look deep within yourself and consider the following questions:
1. Are you remarkable?
2. Are people talking about you? If not, why not?
3. How can you as an individual or business become a purple cow, and therefore worthy of discussion?
Put another way, one of my favorite books Do You Matter places a simple test for determining this. If you or your company ceased to exist tomorrow would anyone care? If so, why? If not, why not? Really makes you think.
Are you remarkable?
-John R. Sedivy of Cape Cod Branding
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