In our latest book club discussion, we dove into Seth Godin's marketing classic, "Purple Cow." It's been on our radar for a while, and we finally got around to it.
We've read other books by Seth Godin and similar titles, but this one had a unique spin that we were excited to explore.
Introduction
00:00-00:37 Hey there, welcome to our latest book club discussion! This week, we dove into Seth Godin's marketing classic, "Purple Cow." It's been on our radar for a while, and we finally got around to it. We've read other books by Seth Godin and similar titles, but this one had a unique spin that we were excited to explore.
Initial Reactions
00:37-01:22 We kicked things off by sharing our first impressions of the book. Personally, I felt it was a blend of ideas from various marketing gurus like Blasier and Kennedy. It was fascinating to see how Godin combined these concepts into a cohesive message.
Publishing Dates
01:22-01:56 Here's a fun tidbit: I initially thought "Purple Cow" was inspired by Bill Glaser's "Outrageous Marketing." But, it turns out, "Purple Cow" came first in 2003, with "Outrageous Marketing" following in 2006. So, Glaser might have borrowed from Godin instead!
Outrageous Marketing History
01:56-03:12 Our conversation took a nostalgic turn as we reminisced about P.T. Barnum's outrageous marketing tactics. Barnum was probably the original "Purple Cow" before Seth Godin coined the term.
Introductions
03:12-05:21 For those new to our book club, here's a quick introduction. I'm Paula Williams with ABCI, where we help aviation companies boost their sales. Joining me are John Williams, our CFO and cyber tech expert, and Michael Duke, the CEO of DBT Aero, who joins us from Mexico. Welcome, everyone!
Book Editions
05:21-06:33 Michael pointed out an interesting fact: there's no significant difference between the first and second editions of "Purple Cow," except for an added appendix. So, if you've read the original, you're not missing out on much with the updated version.
Critique of the Update
06:33-08:03 We couldn't help but feel a bit deceived by the "updated" label on the new edition. It felt like they just added some testimonials without any real updates to the content.
Trust in Marketing
08:03-11:25 We all agreed that good marketing should build trust over time. Being outrageous for the sake of it can risk that trust. This book made us reconsider before adding another Seth Godin title to our reading list.
Comparison with Other Books
11:25-13:09 We compared "Purple Cow" to Malcolm Gladwell's "The Tipping Point." Gladwell's detailed research and clear writing make his books more practical and relatable. In contrast, Godin's stream-of-consciousness style can be harder to follow.
Stream of Consciousness Writing
13:09-16:12 Seth Godin's writing style, while engaging, lacks the structure we prefer in a business book. We like books with clear organization and strong arguments, which "Purple Cow" sometimes lacks.
Joining Discussion
16:12-20:58 We welcomed Kelly Rittenhouse to the discussion. She shared her thoughts on delivering exceptional service in aviation, emphasizing the importance of anticipating client needs and exceeding expectations.
Remarkable Service
20:58-25:42 Our group agreed that remarkability should be embedded in the product or service from the start, not just in the marketing. We felt Seth's update fell short on this principle.
Purple Cow in Hardware
25:42-32:00 Michael shared the challenges of explaining unique hardware solutions to potential clients. People often struggle to grasp truly innovative ideas until they see them in action.
Purple Cow in Service
32:00-37:46 Kelly emphasized the importance of delivering exceptional service in aviation. She talked about the need to go beyond standard procedures and truly understand and anticipate client needs.
Aviation Industry
37:46-45:51 Reflecting on our first NBAA experience, I initially wanted to shake up the industry with non-traditional marketing. Over time, I've realized the importance of blending innovation with the aviation sector's need for structure and safety.
Learning from Mistakes
45:51-47:27 We discussed the lesson in marketing a non-updated update. It's a reminder to keep pushing boundaries and genuinely improving our products and services.
Conclusion
47:27-48:51 Let's wrap things up! I'm Paula Williams with ABCI. Thanks, everyone, for joining. Our next book is "They Ask, You Answer" by Marcus Sheridan. Can't wait to dive into it with you all.
Sign-off
48:51-48:56 Thanks again for being here. See you next time!
11:15-12:12 We discussed the lesson in marketing a non-updated update. It's a reminder to keep pushing boundaries and genuinely improving our products and services.
Conclusion
12:12-12:40 Let's wrap things up! I'm Paula Williams with ABCI. Thanks, everyone, for joining. Our next book is "They Ask, You Answer" by Marcus Sheridan. Can't wait to dive into it with you all.
