We’re big fans of marketing guru Seth Godin at Candle Digital, and in particular his best selling book Purple Cow. In fact, it’s such a key part of how we help training providers that any new additions to our team get sent a copy to digest before they even join us for day one.
In short, Purple Cow stresses the importance for successful business to create remarkable products and services. Godin argues you’ve got two choices – to create something that delights, engages and stands out, or simply be invisible. In a world full of noise – where businesses are actively competing for your attention, it’s increasingly difficult to cut through the noise, and in Godin’s opinion the only way to succeed is to innovate and create something worth paying attention to.
We often get involved with training providers when they are first considering how to take their expertise online. As such, the concept of the Purple Cow is something we discuss early on, as naturally creating a remarkable product is much easier to do before a single line of code has been written or any content has been designed.
We recently caught a presentation by the founder of Speexx, an online language training company from Germany. To us their product screamed ‘purple cow‘ because:
It’s a question we always pose our clients during the scoping stages of our work – “What is the thing that is going to get your product talked about?”. For training providers, we firmly believe this should be intrinsically linked to the outcomes your interventions produce. Ultimately you should be working to deliver a solution that helps the person or organisation overcome the challenge they have asked you to help with – but to have any impact you need the proof of this too.
However it’s also useful to consider if there are any ‘bells and whistles’ that can make your solution stand out. As an example, recently we’ve been developing a ‘Resilience Hub’ for our fantastic partners Resilient People. Acknowledging gratitude is particular aspect of wellbeing that’s been proven to be important. We ran with this and created a bespoke feature, so that whenever a learner accesses the hub they are prompted to jot down a quick thing that are thankful for, which in turn drops into their virtual ‘gratitude jar’. This is already proving to be of real interest when showcasing their new product to clients old and new.
Don’t forget to try the value proposition canvas too – this can be a useful tool to help you with some wider perspectives on how your product or service could be more remarkable. And grab a copy of Purple Cow on Amazon (or even better your local bookshop!).