>All of us have ideas and all of us have fears. Usually when our ideas slam headlong into fear, our fears carry the day while simultaneously holding us back.
Examples of the purple-cow-mentality that Godin espouses include the redesigned VW beetle, Krispy Kreme donuts, Curad’s bandages with cartoon faces as well as the Aeron’s $750 office chair. Beyond products, each of us have the potential to be a purple cow.
The author writes, fear stifles creativity and the possibility of remarkable ideas. To overcome the inertia of fear, he offers four steps to creating a purple cow mentality:
- Get “permission” from people to share your ideas with and possibly your products;
- Always be willing to ask yourself and those around you, “Why not?” as a way to challenge existing thinking;
- Make sure you know what you’re passionate about as the core concept of your purple cow, because without passion you won’t be able to pass along your “idea virus” to others;
- Identify and work with key influencers who will be passionate about your message and carry it to a target audience.
The book is crammed with a lot of other examples and insights. But ultimately it’s a refreshing read that has a much wider application than just selling things.