"Purple Cow" by Seth Godin (No.1) 『「紫の牛」を売れ!』

(マーケティングの新しいPとはPurple Cow「紫の牛」である)




The new P is "Purple Cow." 
 When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometers, we all gazed out the window, marveling about how beautiful everything was.
 Then within twenty minutes, we started ignoring the cows. The new cous were just like the old cows, and what once was amazing was now common. Worse than common. It was boring.
 Cows, after you've seen them for a while, are boring. They may be perfoect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they're still boring.
 A Purple Cow, though. Now that would be interesting. (For a while.)
 The essence of the Purple Cow is that it must be remarkable.