Phish is a Purple Cow
The cultural phenomenon band PHISH, is coming to an end on August 15th in their home state of Vermont. After over 15 years of passionately pursuing their artistry they are calling it a 'day'.
Like many of you, I've never heard PHISH, concerts or albums. I've many friends who travel extraordinary distances to see a PHISH concert. I've always wanted to see one myself. (But obviously, if I was a true fan I'd know their schedule.) But they've always intrigued me. And now they're coming to a close. And likely you and I will never see them.
But how did this band of 4 who take their music seriously, but their band less so, become such a cultural phenomenon? (And you know it's a cultural phenomenon when the NY TIMES covers you. )
Here's their steps of success.
PURPLE COW They created a PURPLE COW. That's something "remarkable" (the way a purple cow in a field of Guernseys would be remarkable), according to the author of PURPLE COW, Seth Godin. And they've been doing it now for 15 years + years.
Their PURPLE COW is their passionate commitment to their music and then to their concerts and fans.
From today's NY TIMES, no less, their purple cow formula is described thusly " "Its four members are so intensely focused on musicianship that they contract out most of the lyric-writing to a nonmember, Tom Marshall. They are so committed to live performances that their albums have often been mere footnotes.
Ok. So they have a PURPLE COW. That's great.
NAPSTERIZED THE KNOWLEDGE.
They gave it away for free. At Phish concerts attendees were encouraged to record...for free. No strip searches or waltzes through metal detectors. No. Phish concerts were recording meccas. What did that do? It let the concert goers evangelize the word.
Ben McConnell and Jackie Huba have pointed out 6 tenets of Customer Evangelism. And one of them is NAPSTERIZE THE KNOWLEDGE. Share it; Give it away, give it away, give it away now. By allowing their guests to record their concerts they turned them into evangelists for the band.
What was so true about this was the innocence with the band in this decision. "What did they care"? They were in it for the music. And if these people loved their music, had paid for the ticket, then let them take the memories home for free.
Their latest free-prize was the guest artist, rapper Jay-Z. Now I've never heard Jay-Z either. And rappers and Phish fans often congregate together. But generally you don't see the 2 artists on the same bill. And that's what makes his appearance a 'free prize'. No one would ever expect the surprise of a rapper at a phish concert. But there he was. And the band's musical talents let them play backup band for Mr. Jay.
So..in summation, some people or bands or organizations, live the knowledge. Their passion for creating a remarkable product and their happiness at seeing more people enjoy their product let's them create a truly remarkable experience. The band PHISH creates such remarkable music moments that their fans evangelize about them. The band is so intent on their music that sharing it seems the logical next step. And that passionate intent allows them to champion new ideas, such as Jay-Z's appearance, to add another element of surprise for their long-devoted friends. Together, and with years of hard work and touring and playing, they've created a cultural phenomenon. It's one I'm sorry to say I've probably missed.
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