Suggested Reading
Purple Cow – Seth Godin
Is your service, your staff, your practice remarkable? If no then why not? If you dare to be remarkable then you will have to be confident enough to stand out.
In a crowded marketplace fitting in is failing. In a busy marketplace not being remarkable is the same as being invisible. This fear of being remarkable has lead to everyone to being average.
In his book, “Purple Cow”, the author Seth Godin gives an example of being remarkable. He tells the story about how his family traveled through Europe, and how the family was marveling at how beautiful the scenery was. He noticed his children would Ooh and Ahh when they would come upon a picturesque pasture with beautiful brown cows grazing in it. By the end of the day they begin to ignore the cows. The new cows where just like the old cows. What was once amazing was now common place. Worse then common it was boring. Then Seth had the thought, what would happen if you put a purple cow in this picturesque pasture? That would be interesting he figured. People would Ooh and Ahh when they would see the purple cow. In fact people would travel great distances to see this purple cow.
He concluded that the essence of the purple cow is that it is REMARKABLE, and because it is remarkable people would drive for miles to see it. People would talk about it, and that because it is so remarkable it would stand out in the crowd of otherwise beautiful but boring brown cows.
The question is
- What makes you unique?
- What remarkable, unique thing can you offer to your patients?