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A uthor Seth Godin is an entrepreneur and marketing expert who's written nearly 20 books on business and marketing, including several bestsellers. In "Purple Cow," he teaches you how to leverage the power of remarkability to succeed in a world already overrun with brown cows. WHY BECOME A PURPLE COW? To get attention for your product, target the right people. Your potential customers fit into a bell curve: On the left are the inno- vators and early adopters; the juicy center of the curve is made up of the early and late majority; and on the far side are the laggards, the ones who resist new products until the bitter end. ese days, the real value is in the innovators and early adopt- ers. ey will be the ones to market your product to the majority. erefore, your purple cow must be both remarkable enough to attract the innovators and flexible or universal enough to appeal to the majority. Once they finally hear about it from a source, they'll listen to it. Premise: Nobody driving through the country even notices the standard-issue black and white cows. But what if you passed a purple one? You couldn't miss it. You wouldn't want to miss it. You'd be eager to check it out. A purple cow would be remarkable. Your Shop: So, the question is, how can you become the pur- ple cow and get noticed in your business? How Are You Remarkable? BECOME A "PURPLE COW" WITH TEXTILE PRINTING B Y M A R K R U G E N Your purple cow must be both remarkable enough to attract the innovators and flexible or universal enough to appeal to the majority. 2 4 G R A P H I C S P R O • O C T O B E R 2 0 2 2 G R A P H I C S - P R O. C O M