2/22/2014

A good business has multiple "Purple Cows."

Dan Kennedy calls a business a "herd," caught up with the stampede.  Seth Godin calls a business a "tribe," which uses a “purple cow.”  Jim Collins uses a business as a Venn with three parts: Passion, Ability, and Buyers.  I like the good old-fashioned "team," with support for an 30 seconds elevator speech. ( http://www.symbiosis4u.us/Newsletter/newsletter.htm read about five minutes)
 
Whatever you choose to call it, a business is marketing for the Information Age…and it is not simply a “result,” an “idea,” or a “feeling.”  A business must be based on “values” and “beliefs.”





Most new business owners believe that their new business will make money. But 80% of businesses are out of business in one year.  80% of those that survive the first year are gone in 5 years.  In the first 5 years, 96% of businesses will be “out of business,” their owners eating dog food or looking for a job.

One of my mentors explained the history of USA money, from 1776 until 2003, using the FED bank numbers. http://www.symbiosis4u.us/3questions/MacEcon2003.html  (30 minutes for video, takes about 10 minutes for Power Power.)
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Money is a good thing, but you should not build a business for money. 

But money only GIVES you what you want … if you have enough money. 


For example, suppose you have been twenty hours on an airplane, with one package of peanuts and one sandwich (which tasted like dog food).  On a Honolulu hop, a person enters the plane and sits next to your seat. He has a McDonald’s bag.  Inside, he has two McDonald’s hamburgers, which cost about $8.00, or $4.00 for a hamburger.  As he opens the McDonald’s bag, the aroma reminds you that you have not eaten for 20 hours.  You are really hungry. 

“I see that you have some McDonald’s hamburgers. Can I buy a hamburger?  I am really hungry.”

The Honolulu person says, “Of course, I’ll sell you one of my hamburgers for $20.00.”
Will you pay the $20.00 for a hamburger?
Another example, if you are a prospector in a desert.  Your backpack has $10,000 in gold nuggets that you dug up in the desert.  You ran out of water three days ago.  It will take two days to reach civilization.  You will die tonight or tomorrow, because of thirst.
You see another prospector walking in the desert, opposite from your direction.  He has a burro loaded with water. He offers you a gallon of water … for your $10,000. in gold nuggets.  A gallon of water will keep you alive for two days. Will you buy the water?    
Everything has a price that increases or decreases depending on customers. In the desert, the gold nuggets had less value than the water.  The hamburger is worth more than the money … if you are really hungry.   The hamburgers and water are examples of “purple cows.” 
Have you ever seen a “purple cow?”  (my mother had a poem by Ogden Nash about “purple cow.”)<!--[if gte vml 1]>

A “purple cow” is a product or service which is unique, and without any competition. 
Seth Godin explains a “purple cow.” http://www.symbiosis4u.us/MP4/SethGodin-PurpleCow.html   (1 ½ min) 
A purple cow should have the values and beliefs of the business.  A purple cow works best when used to express values and beliefs.  A purple cow should not be simply thinking of an idea, feeling or results … the values and beliefs must be integrated with the purple cow.  A purple cow can benefit a business more than money.  
My “purple cow” was integrated in to all of my businesses: RedOx, Sssh Archery, Van Drielen Machine.  Van Drielen Machine was to help Acuson see inside the human body.  Sssh Archery was to help new archers who can’t keep the arrow on the bow.  RedOx is to help the customer improve their health.  All my businesses … have to help the customers … which a value or belief.   
Go to the start of the train, so you can understand the beliefs, values, ideas, feelings, and results for your business.

How would you sell your “purple cow” to a competitor salesman (start with a value)?  

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What purpose does the “purple cow” of your business serve (value or belief) … to customers. 
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What is important to the customers who may want to buy your “purple cow” product? 
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Does your business plan include the “purple cow?” 
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What do you need to integrate into a new idea, so the value/belief becomes a “purple cow?”  
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What is the love (feeling) for your “purple cow” product (a value or belief)?          
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How will you support the “purple cow” …  if NOT a value or a belief?”  (money is not a value)
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What you don’t have a “purple cow?”  What can you do … with 30 days … write it on this line.  (See on my homepage, not an advertisement). http://symbiosis4u.us/MP4/MattCutts-30DayChallenge.html   (3 min)
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Be happy, healthy, wise, and abundance
Tom Van Drielen

 





Symbiosis Enterprises
1175 Branham Lane #18907
San Jose, Ca. 95158

Home Office 408-723-4777
Linkedin www.linkedin.com/in/tvandrielen

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