On becoming purple, How to stand out in a sea of sameness.
The minute marketing guru Seth Goodin began his presentation on the stage at the IABC conference in NY, I was captivated. Firstly, I liked the way he moved, from corner to corner and then to the centre of the stage and back again. He reminded me of a mouse on a cheese-finding frenzy. His ideas about how to stand out in a sea of sameness were refreshingly simple and genius at the same time.
There was something else liked about Seth. When he was done with his presentation he walked out the room alone. There was no PR person to accompany him, no one to take off his ibook, no one to walk him to the door. That was different from the other presenters; Seth Goodin was having his own Purple Cow moment. That’s the title of his book, which, by the way, if you haven’t read it then you should stop whatever you are doing and buy it now.