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Purple Cow

In 2002, Seth Godin asked a simple question that turned the businessworld upside down: what do Starbucks and JetBlue and Apple and Dutch Boy andHard Candy have that other companies don’t? How did they confound critics andachieve spectacular growth, leaving behind formerly tried-and-true brands?Godin showed that the traditional Ps that marketers had used fordecades to get their products noticed-pricing, promotion, publicity, packaging, etc-weren’t w.

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