Written on
July 10, 2007 – 5:54 am | by erniec
You don’t need a barn for this cow, your library will work.
I am reading my way through a list of books recommended by speakers or colleagues at ALA annual 2007. Purple Cow:Transform Your Business by Being Remarkable was mentioned by Stephen Abram during his session “10 Cool Technologies That Can Impact the Public Relations Plan” - here is the handout. Mr. Abram made a compelling case for using this type of book in the library community. I just finished it off this morning, so here is my best summary ….The Purple Cow is a product (service) that is remarkable, one that is unique and exciting. These remarkable ideas spread to audiences in a post-TV age (this is were the cool technologies come in). This is not mass marketing but marketing to niches. Your librarie’s Purple Cow (maybe a chat reference service) should be directed at innovators & early adopters who will be interested in the Cow and tell friends (early & late majority). This is based on a model by Geoff Moore:

The people we wish to reach are changing in the ways they receive information and what messages get their attention. How do school librarians market what they do in an exciting and relevant way? Do the lessons we teach and the services/resources we offer speak to the needs of our students, parents, and teachers? Do we know who the “innovators” are in each of these groups and are we creating Purple Cows that they will identify with and speak to others about? Purple Cow is a slim book written for a business audience (that is to say full of case studies and important ideas in bold text) but it does offer another way to think about how we present our libraries through services, slogans (mission statements), and programs. Libraries are in a good position to reach the innovators through the inexpensive and easy-to-use technologies Mr. Abram discussed in his session. The challenging part - consistently creating exciting Purple Cows (ideas) and letting go of things that are no longer relevant. Let me know what Purple Cows are living in your library.
The rest of the book list you ask…coming soon.
*graph from MIT Press
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