Book Reviews
The Big Moo Edited by Seth Godin
By Ellen E. Thompson
Apr 26, 2006, 17:44

What is your Purple Cow?

A Purple Cow is best explained by example. Anyone who has driven through the countryside recalls seeing cows roaming roadside fields. And unless you grew up in a rural setting, or are completely jaded, you probably said something like, “Hey, look...cows….cool!” After about 5 minutes, the cows started blending into the scenery, and ceased distracting you. Bored, you asked, “Are we there yet??”

What if, all of a sudden, you saw a purple cow? That would grab your attention.

So, what do cows have to do with your business? A Purple Cow is a feature or aspect of your product or service that is so compelling, it makes your potential customers stop cold and take notice, just like a purple cow among brown cows would. And with so much competing for their attention, that’s what it takes to get business today.

The Big Moo continues where The Purple Cow, Godin’s last book, left off. Being noteworthy is no longer enough. Now, you need a “big moo,” an idea or innovation that makes your business truly remarkable. Ideally your big moo should be so big that it alters the playing field.

In The Big Moo, Godin explores this idea with The Group of 33, a brain trust of best selling authors and both well-known and obscure business people and entrepreneurs who donated their time to this project (100% of all profits of this book are being donated to charity). Godin relates their collective wisdom through 74 vignettes that span a mere 173 pages. Those familiar with Godin’s previous books will not be disappointed. Once again, he offers well packaged insights and an entertaining read.

Many chapters are short stories about entrepreneurs who are growing successful businesses in markets that are far from glamorous, and often commoditized. The Big Moo demonstrates that growth opportunities abound, including in the garlic industry. Despite declining domestic market share - Gilroy, CA garlic sales were down $70 million, while Chinese garlic sales up 5000%, creative New York State farmers are profiting and expanding. How? By offering a premium product. Their big moo is garlic that is highly prized by New York City chefs and fetches $5-$9 per pound.

Other chapters offer cautionary tales or repackage old ideas worth repeating. For instance, How to be a Failure includes 11 sure-fire ways to tank your business, including my favorite, #11 Always go for the big win. Sometimes bigger isn’t better. Just ask Pete.

Pete ran a print shop for 50 years. Everyone loved Pete and his store. He delivered quality, on time work, and his customers loved his friendly demeanor. Then, Pete decided it was time to expand and join the Internet age. One year and tens of thousands of dollars later, his new eCommerce site went live. When customers came in, he began referring them all to his website. No more friendly chit chat. No more chocolate chip cookies. A year later, he was in trouble. What Pete failed to recognize was what made his business remarkable was his personal service. His customers wanted to do business with Pete, not a Kinko’s clone. But, Pete never asked his customers for their advice and input. As the chapter title aptly warns, Don’t Be Like Pete.

How does this apply to you? Ask your customers what they like about doing business with you, and don’t do anything to get in the way of what’s working.

The best companies are always looking for the “big moo,” the big idea that will distinguish them from the competition, grow earnings and increase corporate value. So, pick up The Big Moo and read it leisurely while you are at the beach or by the lake this summer. Isn’t it easier to plan your next success with the wind at your back, rather than when the wolf at your door?

Stars awarded 4 out of 5

Easy reading with interesting insights you can use to thrive in today’s challenging business environment.


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