Published on August 25th, 2011 | by Steven Lawson5
Why I believe in “The Purple Cow”: Part 1
What is “The Purple Cow”?
I’ve been on a Seth Godin kick as of late. For those of you not familiar with Seth Godin, he is one of today’s leading minds in marketing and thought in general. He also developed a whole new way of looking at cows.
In his book, Purple Cow, Seth shares a story of driving through the French countryside with his family. They are charmed when they spot a brown cow in a nearby field. As they continue down the road they sight more and more cows until what once attracted their attention and brought nostalgia soon becomes easy to ignore, even boring. In truth they stop noticing the cows all together. What this scene needs, Seth claims, is a purple cow.
Although an account from life experience, Seth relates this phenomenon to a pressing dilemma for our modern world. In today’s marketplace where there is multiple variations of everything you could ever possibly want, the only way to really capture attention is to be remarkable. With the barrages of choice being presented to us everyday, the mass marketing that was standard in the past is no longer relevant. Nowadays the only way to stand out is to be a purple cow.
What the heck does this have to do with Catholicism?
Everything. Catholicism is not a purple cow; it is “The Purple Cow.” There is nothing as remarkable as the Catholic Church and the Deposit of Faith. Nothing. Once this realization is made everything changes. Our evangelization changes. Our worship changes. Our approach to life changes.
We are tempted as Catholics to make accommodations to the modern world in order to reach a larger audience. Yet to the degree that Catholicism becomes just like everything else in the world it proportionally is no longer remarkable. There is a direct correlation that can be seen here: the moment we tone down the extraordinary teachings/claims of the Church is the moment people stop listening.
Understanding Our Audience
Take a look at this crude illustration of a product life cycle:
In traditional mass marketing companies/organizations would target the two middle groups depicted on the graph above, the early and late majorities. The intention was to broadcast one’s message as loud as possible to as many people as possible. Whoever was able to shout the loudest to the biggest crowd the most times often won. This method is no longer effective because when everyone is shouting people stop listening. Reflecting on our own lives we can see how the constant barrage of content in this information age forces us to tune a vast majority of the information out. No group is this characteristic most prevalent than the early and late majority who are very content with going about their lives, and in many ways are deaf and blind when a message they aren’t interested in is broadcasted.
These business marketing realities are less different from spiritual realities than one would first think. Spiritually, the majority (middle two groups) is vastly indifferent to the Faith and Truth. This population, for the most part, are content with their lives and don’t have any real urgency to change their worldview or seek some higher truth.
What is a Catholic who cares about the Faith to do?
Lean on the remarkableness of the Church and appeal to those who do care, the early adopters and innovators. This group consists in those who yearn for Truth and fufillment, the individuals who in turn go and evangelize the majority. Not only is this the path that Seth explains all successful marketing must now take, it is also the consistent path of the Catholic Church as it has renewed itself time and time again for 2,000 years.
This article is part 1 of a 3 part series.
Why I believe in “The Purple Cow”: Part 2
Leaning on the Cow