Either be a Purple Cow or not; either be visible and remarkable, or not. Make your choice. Create striking products that the right people are looking for. The book "Purple Cow" explains why, what, and how to attract attention. Within the pages of this book, you will discover the common thread between Apple, Starbucks, and leading companies. How do they achieve astonishing growth? And how do they leave well-known brands struggling? The old marketing checklist that includes the following elements: price, promotion, and advertising is no longer effective. The golden age of advertising is over, and it's time to add a new element: the Purple Cow, which describes something exceptional, something non-obvious, exciting, and unbelievable.