Purple cow

The book consists of several concepts interspersed with general examples. The argument begins with the assumption that advertising is less effective than it used to be, and the only way to gain market attention in the market is not only to market the product in a great way, but also to get a great product into the market. Godin gives examples of products and marketing programs that have been great but points out that there is no point in copying them directly. He says, "Today, the only sure way to fail is to be boring. Your only chance of success is to be great. "