During this past year, I’ve been engaging with college students, face-to-face, in a very different way — Dancing latin music on campus with them, skateboarding with some, singing karaoke with others, attending their rock concert events and playing guitar with many around campus. These former activities aren’t usually done by many college professors across the United States and I know it. That’s exactly the point! I’m the purple cow around here. I decided to make my brand remarkable.
Seth Godin, back in the day, introduced the concept of the purple cow, which literally means that in an market of abundance, much like the one that we are living right now in the United States, people need to be the only option available to their audiences because of the amount of noise/supply that there is on the market these days.
By being different, or shall we say eccentric, I’m finding out by students that many students perceive me as animated and fun to be around but more importantly… that no other professor behave the way I do. Ladies and gents, I’m the purple cow and I love it.
Attention is a currency as Gary Vaynerchuck once said. I agree with him. Leveraging this “attention,” whatever the method, often results in people/brands growing in their popularity and influence among their real target audience. Some may think that my approach is juvenile or too over the top but the reality is that it works. How do I know this? I take a very close look at my social media analytics in order to test a working hypothesis on the topic.
Since early October 2019, my instagram account alone has grown 300%, after I literally met 300 students dancing merengue on campus. Of these 300 hundred, 30 of those decided to follow my account on TikTok, and many others my account on facebook. My office visitations doubled this semester, as well as the conversations I now have in my own building with them. Off-line communication is a must if you decided to be a purple cow in your own organization.
I cannot go to lunch at the cafeteria without a random student screaming, “Dr. A!”
In sum, The concept of the purple cow is for real. If you make yourself worth of making a remark about, AKA being the purple cow… you will grow and audience. Read Seth Godin’s work and apply his concepts if you want to grow a brand.
You won’t regret.