 Hello, hope you're all okay. In this video, we're going to be doing a book review and sort of Analyzation of standing out from the crowd, so to speak Now this books called Papal Cow is by Seth Gordon He is like a great independent thinker if you actually type in Seth Gordon on YouTube You'll see some of his talks as well to be honest This is the first stuff Seth Gordon book that actually I've read and I was very impressed and I've heard really good things about this Book in general when Seth Gordon does get mentioned It's usually this book that also gets mentioned with him the Papal Cow and the title says it all really Transform your business by being remarkable and the idea is if a Papal Cow if you saw a normal Cow It's not worth making a remark about because they're all the same But if you happen to see a Papal Cow on the side of the road You would make a remark about that because it's worth making a remark about and then that's how Something spreads is if you create something that is so different so innovative so Just remarkable like it says then people will make a remark about it and then it spreads through where the mouth and That means you don't necessarily have to spend You know millions on advertisement campaigns yearly if you make something that people talk about That does some of the advertising for you So it just talks about that and I think it's a very interesting concept I think and we'll just read a few of the things at the back Okay, it says the old ways of marketing are dead and being safe is now too risky So you see it all the time and I believe it is a mistake to be safe You see it all the time in adverts. Oh, this is the price of the product and We beat them on price. This is what it does Okay, that doesn't get over that's like a logical expression I should buy these products because it's the least, you know, it's the most cheapest No, what you should be doing in my view is you should be actually Invoking emotion in your adverts tell a story in your adverts So if you're actually advertising doing marketing tell a story with whatever you're trying to sell whether you're trying to And this can be applied to anything. Maybe you're trying to sell yourself sort of an interview You know, you're trying to get a job Don't go I am this I am passionate I am this because everybody that gets an interview there is saying the same thing You've got to think out how am I going to make an emotional connection with that Employer or that that emotional connection with that business or emotional connection with that product You got to think how are you going to tell a story? So that that can help influence whatever you've got and then it's my way of making a remark about if something's just cheaper The chances are people aren't going to be talking about the facts of this cheaper They want to be talking about what's behind the product. Is there any story to tell with it? I mean a good example of that is what I'd like to say just really quickly is when you had that Sainsbury's advert It was here in the UK I'll try a link in the Sort of description if you want to have a look and the Sainsbury's advert basically what it was It was it was telling a story of sort of a like a well war war two thing or something It was like a war or something and then both sides at the end coming together and sort of shaking hands And then you had the Sainsbury's logo coming on of course That's got nothing not necessarily much to do with the supermarket But they invoked an emotional reaction through an advert and they stuck their logo on it's Sainsbury's So when people are on the street and I heard it all the time my friends were like did you see that Sainsbury's advert? Did you see that Sainsbury's advert? Did you see that supermarket advert? People are talking about it more people are then going in Sainsbury's You know just by sort of cognitive thinking because they've just been discussing it loads You know, maybe I'm talking bullshit, but that's how I feel really I think the idea of trying to make a remark or something and I think that's what this book stands on is Basically how you stand out and make your products remarkable worth making a remark about it. Okay So let's get into this so the book is about your product idea company and it's about making it stand out It's not to please everyone one of these sort of main Points that it makes is that with your product service What are we trying to do is you do not want to appeal to everyone? You want to think of what your specializations are with yourself your product your company and Stick with them and stick with an audience that's going to like what you're doing You don't need to appeal to everybody. You just need to find a specific target market and Really sort of drill into that target market But for it to then become successful because once you've got a good amount of fans so to speak 20 30 40 50 people Who like your products really like your product and these are sort of early investors in your products They would go out their way to tell their mates about this products, etc. Because you're really catering towards them Living off the remarkable idea now It actually goes into companies who've actually come up with an idea that's remarkable And then they live off sort of the here day so to speak so they come up with this idea They do something remarkable and then they just milk it They just milk the idea they milk it for money And then and then they take ages to think of another remarkable thing They play it safe because they're making all this money off this remarkable idea. They think right We'll just keep doing this safe And then forgetting about the facts that they tried something not safe to begin with they tried something innovative What all of these companies have in common is that they have nothing in common. They are all outliers They're on their fringes super fast or super slow very Exclusive or very cheap very big or very small The reason it's so hard to follow the leader is this this is very important The leader is a leader because they did something remarkable And that and and that remarkable thing is now taken It's no longer remarkable when you do it So it's talking about going back to the original factor if you're trying to be Remarkable by doing something that a company has already been done and already been recognized for Then unless you doing it in a different way in original way in a unique way Then you're not going to be any sort sort of market leader in that sort of idea Company or industry So I think I think that's a really good quote. It's on page 20 if you're a Pearl Jam fan You know that from 2001 through 2002 the band released 72 live albums all available on their website. They're not trying to interrupt strangers They're selling to the converted the tribe Pearl Jam knows that once they have permission to talk to someone it's much easier to make a sale They know that the cost of selling an album to the Audience is relatively miniscule and they've turned a profit on the 72 albums So again because they're selling it on their websites They don't have sort of third-party fees with Amazon etc. If they because they're selling it on their own website and they're already selling it to the convert They're selling it to people who are already interested in the product So the fact that they're putting so many products out there It doesn't really matter because they want more and more products and they want To get more and more content and that and the converted the tribe is willing to pay for that content So that's another good example of how will you be remarkable? But then you sort of milk it in your own way and you make sure that you're catering Towards the people that you've influenced that they've tried that you've actually built I think the overall this is a really interested book There's so many different points that are in the book, but I can't go through them all obviously But I definitely recommend buying this book. I'll leave a link down in the description for it and overall I'd rate this book secular. I mean, this is a really really good book and I would recommend it to anybody Thanks for watching