My Uncle Harry started his produce business during one of the toughest times imaginable, the Great Depression. Despite the challenging circumstances, the business grew and thrived for over 70 years. One key to his success? His purple trucks—literally.
Yes, purple trucks. Bright, colorful trucks that turned heads and sparked conversations, just like Seth Godin’s concept of the Purple Cow, which we’ve discussed before. In his marketing classic Purple Cow, Godin argues that in order to stand out in a crowded marketplace, you need to be remarkable. You need something that makes people stop and pay attention—something memorable. For my Uncle Harry, that something was his fleet of brightly colored trucks.
Standing Out with a Purple Cow
Harry started his business in Richmond, Virginia, selling produce. As a child, I remember hearing people say, “Your Uncle Harry is an honest man. The produce he sells looks just as good at the bottom of the basket as it does at the top.” That reputation for honesty contributed to his brand’s positive image, as did the company motto, “Fresh is Best.” The iconic logo of a cornucopia filled with vibrant fruits and vegetables also helped.
But what everyone remembers most are the trucks. Painted in bright colors like lime green, banana yellow, and yes, purple, the trucks stood out on the roads. They were a visual reminder of Uncle Harry’s business everywhere they went.
When I asked him why he chose such bold colors, he said, “I wanted to stand out, and for people to think I’m everywhere. If my trucks stand out—if people see them and remember them—they might think we’re even bigger than we are.”
Why Being Remarkable Matters
Seth Godin’s idea of the Purple Cow centers on the need for businesses to stand out. In a marketplace flooded with ads and competing messages, fitting in is the same as being invisible. Godin says that to survive, companies need to offer something remarkable—something people talk about and remember.
On any given day, we’re exposed to thousands of marketing messages. How can we cut through the noise? A catchy motto, an iconic logo, or even a strong reputation may not be enough. What you need is your own version of a “purple truck”—something that grabs attention and stays in people’s minds.
What This Means for You
Many of you have shared how you’re applying Viguerie’s Four Horsemen of Marketing to your organizations: positioning, differentiation, benefit, and brand. These principles help you figure out how to stand out and transform your impact. The key is to offer something so remarkable, so unique, that people can’t help but talk about it.
As you work on positioning your nonprofit or business, think about your own “purple truck” or “purple cow.” What can you do to make your brand unforgettable?
Final Thoughts
My Uncle Harry’s purple trucks were more than just a quirky business decision—they were a deliberate strategy to stand out. In today’s crowded marketplace, being remarkable is not optional—it’s essential.
As always, I’m grateful for your feedback on these Tips. Next week, we’ll shift to examples of nonprofits using these principles effectively. Please share any organizations you think have embraced their “purple cow.”
All the best,
Kevin Gentry
P.S. The idea for Purple Cow came from a poem by Gelett Burgess:
I never saw a Purple Cow,
I never hope to see one;
But I can tell you, anyhow,
I’d rather see than be one.
