Purple Cow Takeaways – Part 3

Now we come to the third and final installment of looking at some takeaways from Purple Cow. After this, the step will be to take all these takeaways and start brainstorming!

Remarkable isn’t always about changing the biggest machine in your factory. It can be the way you answer the phone, launch a new brand, or price a revision to your software. Getting in the habit of doing the “unsafe” thing every time you have the opportunity is the best way to learn to project – you get practice at seeing what’s working and what’s not (p. 105).

In the church we’re not going to change our major things. We’re not going to (nor should we) stop having worship services and preaching the gospel. So what are the small “other” things that would create remarkable differentiation?

The big question is this: Do you want to grow? If you do, you need to embrace the Cow. You can maintain your brand the old way, but the only route to healthy growth is a remarkable product (p. 121).

The route to greatness and growth is not a good advertising plan. It’s a remarkable product that can be advertised. Simple to say, hard to do.

Come up with a list of ten ways to change the product (not the hype) to make it appeal to a sliver of your audience (p. 136).

Again, it’s about the product, not the advertising.

Copy. Not from your industry, but from any other industry. Find an industry more dull than yours, discover who’s remarkable (it won’t take long), and do what they did (p. 137).

Great advice. If one company can really stand out in a world of dull products, why can’t we be the church that stands out against others?

Ask, “Why not?” Almost everything you don’t do has no good reason for it. Almost everything you don’t do is the result of fear or inertia or a historical lack of someone asking, “Why not?” (p. 137).

In fact, most of the time, the reason churches aren’t willing to try something is because “we’ve never done it that way before.”  Let’s embrace the “why not?” attitude and take some risks.

Interact: What would you change about your church’s “product” that would make it remarkable?

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2 Responses

  1. Hi Steve. Let’s see.
    “What would you change about your church’s “product” that would make it remarkable?” This is a tough question. Maybe it would be best to answer your question with a question.

    What exactly is the church’s “product?”
    Initially, I thought of the maybe the worship service. Or the programs that we offer.

    -BUT- what if the church’s product is us – Christ’s disciples?
    And iF that is the case, then I would say something like what Jesus said, that the world would know we are His disciples by our love, for one another.
    “Agape” is most remarkable. It is completely different from anything that world has to offer and completely different from any man-made system of religion.
    Not sure though – is agape a product – or a by-product?

    Or maybe the product is the Gospel?

    It is hard to say what I would change until I am sure what the “product” really is. Does that make sense?

  2. The challenge of defining the product is a challenge many service-oriented organizations face – both for-profit and NFP. Your suggestions are all good – the product could be the worship service, it could be the disciples, it could be the Gospel. Agape is definitely remarkable – the world doesn’t offer love like that. So how do we develop that “product” such that the world does take note?

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