Purple Goldfish minibuk: Little Things Can Make the Biggest Difference in Business

PURPLE
GOLDFISH
LITTLE THINGS MAKE THE
BIGGEST DIFFERENCE IN
CUSTOMER EXPERIENCE
STAN PHELPS, JD/MBA
PurpleGoldfish.com

Purple Goldfish: Little Things Make the Biggest
Difference in Customer Experience
2nd Edition
ISBN 978-0-9849838-6-5
Stan Phelps, JD/MBA
Published by 9 INCH
All rights reserved. No part of this publication
may be transmitted or reproduced in any media
or form with the written consent of the author.
© 2017 PurpleGoldfish.com
More info at PurpleGoldfish.com
Printed in the USA by MiniBuk

CONTENTS
Tales from a NYC Rooftop ��1
Choose Your Path Wisely ��5
What’s Your Purple Goldfish ��7
Why A Goldfish?......................................................9
Why Purple?............................................................13
12 Types of Purple Goldfish ��17
Top 7 Key Takeaways.............................................22
Books in the Goldfish Series ��24
About The Author..................................................25
Keynotes and Workshops ��28

“The difference between ordinary and
extraordinary is that little extra.”
- Jimmy Johnson

1
TALES FROM A
NYC ROOFTOP
It was a summer evening back in 2009. I was in
New York City with a work colleague. Brad and I
were at a trendy rooftop bar. One of those places
where a bottle of beer is $14.
We were waiting to meet a few people before
heading over to a networking event. I noticed a
older gentleman sitting on his own for over 30
minutes. It was obvious that he was waiting for
someone. I decided to strike up a conversation
about waiting by offering my standard line:
“Do you know that we spend 10% of our life waiting?”

2
I told him I knew it was true because I once read it
online. We laughed and started talking about the
etiquette of waiting. I stressed the importance of
being on time.
Right then this guy shook his head and said
something I’ll never forget:
“There is no such thing as being on time. Being on time
is a fallacy. You either are early... or you are late. No
one is ever on time. On time is a myth.”
This was a complete paradigm shift for me.
I immediately starting thinking about how
this applies to business and meeting customer
expectations. I’ve always thought that the idea
of meeting expectations was a surefire recipe for
losing business. It almost guarantees you will fall
short. It’s similar to playing prevent defense in
football. Prevent defense only prevents you from
doing one thing... winning.

3
This new paradigm has only made it clearer for
me. Meeting expectations is the biggest myth in
business. Santa Claus, the Tooth Fairy and Meeting
Expectations. Kids cover your eyes and ears... they
are all myths.
In business you either fall below expectations or
you exceed them. There is no middle ground. It
bears repeating:
“There is no such thing as meeting expectations.”
In a world where 60-80% of customers describe
their customer satisfaction as satisfied or very
satisfied before going on to defect to other brands,
“meeting expectations” is no longer an option.
I went home that summer night and started
thinking about companies that purposely set out to
exceed the expectations of their customers.

4
“Two roads diverged in a wood,
and I took the one less traveled by.
And that has made all the difference.”
- Robert Frost

5
CHOOSE YOUR PATH WISELY
There are two paths that diverge in the corporate
woods. Many companies take the wide first path
and are happy with just meeting expectations.
Others consciously take the narrower and tougher
road deciding to go above and beyond to do more
than reasonably expected.
You can’t be all things to all people. Your strategy
defines which path you will take. Don’t get caught
in the mushy middle. It boils down to the simple
issue of meeting expectations. If all you want to do
is meet expectations, then you are setting yourself
up to become a commodity. If you are not willing
to differentiate yourself by creating valuable
experiences or little touches that go “above and
beyond” for your customer, you will languish in
the sea of sameness. Choose your path... wisely.
To under-deliver or over-deliver, that is the
question

6
In today’s climate you need to stand out by
answering two important questions:
1. What makes you different?  
2. Is that differentiator a signature element?  
THE SEA OF SAMENESS  
How do you stand out in a sea of sameness? What
is your one signature differentiator in customer
experience?  Instead of being a “me too,” what
is the one special thing your company does that
is superior and distinctive in the eyes of your
customers? What is that little something extra that
is tangible, valuable and talkable?  What do you
hang your hat on? How do you stand out from your
competition?

7
WHAT’S YOUR
PURPLE GOLDFISH
A Purple Goldfish is any time a business purposely
goesaboveandbeyondtoprovidealittlesomething
extra. It’s a marketing investment back into your
customer base. It’s that unexpected surprise that’s
thrown in for good measure to achieve product
differentiation, drive retention and promote word
of mouth.

8
NOTES
“The search for meaningful distinction is central to
the marketing effort. If marketing is about anything, it is
about achieving customer-getting distinction by
differentiating what you do and how you operate. All
else is derivative of that and only that.”
- Theodore “Ted” Levitt
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9
WHY A GOLDFISH?
Let’s break down a Purple Goldfish into two parts:
FIRST THE GOLDFISH
The average goldfish is three inches, yet the largest
in the world is nearly 20 inches in size! That’s over
six times larger!!! Imagine walking down the street
and bumping into someone 30 feet tall.
How can there be such a disparity between a garden
variety goldfish and their monster cousins? It turns
out that the growth of the goldfish is determined

10
by five factors. It is my belief that the growth of a
product or service is similar to that of a goldfish.
#1. Size of the Environment = The Market
GROWTH FACTOR: The size of the bowl or
pond.
RULE OF THUMB: Direct correlation. The larger
the bowl or pond, the larger the goldfish can grow.
The smaller the market, the lesser the growth.
#2. Number of other Goldfish = Competition
GROWTH FACTOR: The number of goldfish in
the same bowl or pond.
RULE OF THUMB: Inverse correlation. The more
goldfish, the less growth. The less competition, the
more growth opportunity.
#3. The Quality of the Water = The Economy
GROWTH FACTOR: The clarity and amount of
nutrients in the water.

11
RULE OF THUMB: Direct correlation. The better
the quality, the larger the growth. The weaker the
economy or capital markets, the more difficult it is
too grow.
#4. How they’re treated in the first 120 days of
life = Start-up Phase / Launch
GROWTH FACTOR: The nourishment and
treatment they receive as a fry (baby goldfish).
RULE OF THUMB: Direct correlation. The lower
the quality of the food, water and treatment, the
more the goldfish will be stunted for future growth.
The stronger the leadership and capital as a start-
up, the better the growth.
#5. Genetic Make-up = Differentiation
GROWTH FACTOR: The genetic make-up of the
goldfish.
RULE OF THUMB: Direct correlation. The
poorer the genes or the less differentiated, the less
the goldfish can grow. The more differentiated the

12
product or service from the competition, the better
the chance for growth.
Which of the five factors can you control?
Let’sassumeyouhaveanexistingproductorservice
and have been in business for more than four
months. Do you have any control over the market,
your competition or the economy? NO, NO and
NO. The only thing you have control over is your
business’ genetic make-up or how you differentiate
your product or service. In goldfish terms, how do
you stand out in a sea of sameness.

13
WHY PURPLE?
PurpleisanodetoNewOrleansanditsmostfamous
event – Mardi Gras. It is a homage because there
is one word that comes from New Orleans that
epitomizes the concept of exceeding expectations.
A word that Mark Twain once said, “was worth
traveling to New Orleans to get.” The word is
Lagniappe. It is a Creole word meaning “the gift”
or “to give more.” Pronounced lan-yap, the practice
originated in Louisiana in the 1840′s. It was
commonplace for a merchant to give a customer
a little something extra at the time of purchase. It
is a signature personal touch by the business that
creates goodwill and promotes word of mouth.
According to Webster’s:
LAGNIAPPE (lan‘y p, lăn-yăp‘) Chiefly Southern
Louisiana & Mississippi
1. A small gift presented by a store owner to a
customer with the customer’s purchase.

14
2. An extra or unexpected gift or benefit. Also
called boot. Etymology: Creole < Fr la, the + Sp
ñapa, lagniappe <
Quechuan yapa. Interesting fact- Napa comes from
yapa, which means “additional gift” in the South
American Indian language, Quechua, from the
verb yapay “to give more.”
ENTER SAMUEL LANGHORNE CLEMENS
Mark Twain was so smitten by the word that he
wrote about it in his book Life on the Mississippi:
We picked up one excellent word–a word worth
traveling to New Orleans to get; a nice limber,
expressive, handy word– “lagniappe.”
They pronounce it lanny-yap. It is Spanish–
so they said. We discovered it at the head of
a column of odds and ends in the Picayune
[newspaper] the first day; heard twenty people
use it the second; inquired what it meant the
third; adopted it and got facility in swinging

15
it the fourth. It has a restricted meaning, but I
think the people spread it out a little when they
choose. It is the equivalent of the thirteenth roll
in a baker’s dozen. It is something thrown in,
gratis, for good measure.
The custom originated in the Spanish quarter of
thecity.Whenachildoraservantbuyssomething
in a shop–or even the mayor or the governor,
for aught I know–he finishes the operation by
saying– ‘Give me something for lagniappe.’ The
shopman always responds; gives the child a bit of
licorice- root, gives the servant a cheap cigar or a
spool of thread, gives the governor–I don’t know
what he gives the governor; support, likely.

16
NOTES
“The thing that makes something remarkable isn’t
usually directly related to the original purpose of the
product or service. It’s the extra stuff, the stylish bonus,
the design or the remarkable service or pricing that
makes people talk about it and spread the word.”
- Seth Godin
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17
12 TYPES OF
PURPLE GOLDFISH
Over the course of 27 months, the Purple Goldfish
Project crowd sourced over 1,001 examples of
purple goldfish. It turns out there are a dozen
different types of Purple Goldfish. Half are based
on “value” and half are based on “maintenance”
according to the value / maintenance matrix:
The goal is to be seen by your customers as high
value and low maintenance.

18
HERE ARE THE MAIN ELEMENTS: 
Value(thewhatandwhenofcustomerexperience)
• What are the tangible and intangible benefits
that your service or product provides?  
• Does your product or service go above and
beyond to exceed customer expectations?  
• Are you giving that little unexpected extra to
surprise and delight your customer?
Maintenance (the who and how of customer
experience)  
• What is the buying experience like for your
customer?  
• Do you make things turnkey or simple for your
customer?  
• Are you responsive to problems / issues for your
customer?

19
HERE ARE THE 12 CATEGORIES:  
#1. Throw-ins (value) – little extras that are
included with your product or service. They help
you stand out in a sea of sameness:  Example:
Southwest Airlines – “Bags Fly Free” and no change
fees.  
#2. In the Bag / Out of the Box (value) -
little unexpected things that are added as a
surprise.  Example: Maggiano’s - order a signature
pasta dish and they will give you an additional one
to-go.
#3.Sampling(value)-anadditionaltastebyoffering
a free something extra on the house.  Example:
Bigelow Tea - order a box of tea from Bigelow and
you’ll be treated to a sample of another flavor.
#4. First & Last Impressions (value) - you have
two chances to make an impression. When your
customer comes through the door and right before
they walk out, hang up or log off. These little extras

20
make you memorable and more importantly talk-
able.    Example: When you check in the Hard Rock
Hote, they’ll let you sample a Gibson guitar. Check
in, plug-in and rock out.
#5. Guarantees (value) - giving your customers
that little extra pledge that you’ll stand behind your
product or service. Example: L.L. Bean - Leon
Leonwood Bean backs his product for life.
#6. Pay it Forward (value) - give a little extra back
to the community. Example: Plaza Cleaners - if
you are out of work and need a suit cleaned for an
interview, Plaza will clean it for free.
#7. Follow-Up / Thank-You (maintenance) -
make the little extra follow up with your customer.
Example: Rite Aid follows up with a call to check
on a patient.
#8. Added Service (maintenance) - the little
extra that’s an added unexpected service. Example:
Safelite repairs or replaces your glass, but they also
vacuum your car and clean your windows.

21
#9. Convenience (maintenance) - the little extras
you add to make things easier for your customers.
Example: TD Bank is open 7 days a week and some
nights until 8 p.m.
#10. Waiting (maintenance) - all customers hate
to wait. If it’s inevitable, how can you do a little
extra to make it more bearable. Example: Pacific
Cafe - while you wait for your table, enjoy a glass
of wine on the house.
#11.SpecialNeeds (maintenance) - acknowledging
that some customers have needs that require
special attention. Example: Rainforest Cafe - the
restaurant caters to the needs of customer by doing
a little extra for those with food allergies.
#12.HandlingMistakes(maintenance)-admitting
that you’re wrong and doing the little extra above
and beyond to make it more than right. Example:
Nurse Next Door - this nursing agency in Canada
takes the idea of “humble pie” to heart, literally
delivering a pie when they make a mistake.

22
TOP 7 KEY TAKEAWAYS
#1. THE BIGGEST MYTH IN MARKETING
There is no such thing as meeting expectations.
You either exceed them or you fall short.
#2. CHOOSE WISELY
You can’t be all things to all people. You only have
two choices as a marketer: Create to spec and face
beingacommodityorsetouttoexceedexpectations
and become literally remark-able.
#3. SHAREHOLDERS VS. CUSTOMERS?
Business is about creating and keeping customers.
Customer experience should be Priority #1 in your
marketing. Stop focusing on the “two in the bush”
(prospects) and focus on customers.
#4. VALUE IS THE NEW BLACK
Don’t compete on price. Cater to the 70% that buy
based on value. Price is relative to value received.

23
#5. PURPLE GOLDFISH STRATEGY
Purple Goldfish Strategy is “differentiation via
added value.” Finding signature extras that help you
stand out, improve customer experience, reduce
attrition and drive positive word of mouth.
#6. ACTS OF KINDNESS
Think of lagniappe as an added branded act of
kindness. A sign that shows you care. Marketing
via G.L.U.E (giving little unexpected extras). A
little something thrown in for good measure.
#7. FIVE INGREDIENTS OR R.U.L.E.S
• Relevant - the extra should be of value to the
recipient
• Unexpected - it should “surprise and delight”
• Limited - the extra should be something rare,
hard to find or signature to your business
• Expression - it should be a sign that you care
• Sticky - it should be memorable and talkable

24
BOOKS IN THE
GOLDFISH SERIES
PURPLEGOLDFISHPHELPS
WHAT’S YOUR
PURPLE GOLDFISH
Stan Phelps
Foreword by Drew McLellan
Author of 99.3 Random Acts of Marketing
SH
ERS &
UTH
12 WAYS TO WIN CUSTOMERS &
INFLUENCE WORD OF MOUTH
“In business you must do something that’s above and
beyond what’s expected. Phelps shows the ingredients
behind creating signature extras that are unconventional
and innovative. Every business should be asking themselves,
“What’s our Purple Goldfish?”
TONY HSIEH, NY TIMES BESTSELLING AUTHOR OF
DELIVERING HAPPINESS & CEO, ZAPPOS.COM
“Influence isn’t a score, it is the ability to cause, effect or
change behavior. Phelps shows marketers how to add that
‘little something extra’ that influences consumer behavior
and drives word of mouth.”
BRIAN SOLIS, AUTHOR OF THE END OF BUSINESS
AS USUAL
“What’s Your Purple Goldfish? is the new benchmark for
customer service and experience excellence. The single
source for numerous concepts and innovations that can help
build the foundation for a world class brand! (I just hope my
competition doesn’t find this book.)”
CHRIS ZANE, AUTHOR OF REINVENTING THE WHEEL -
THE SCIENCE OF CREATING LIFETIME CUSTOMERS
“Stan’s approach of delivering the unexpected, lagniappes,
is a great way to break from the pack and instill a mindset
of customer delight across your company.”
BRUCE TEMKIN, AUTHOR OF THE 6 LAWS OF
CUSTOMER EXPERIENCE
“What’s Your Purple Goldfish? busts a myth and reveals
a simple truth about customer service. Stan uncovers the
recipe for creating signature added value that increases
customer satisfaction and drives positive word of mouth.”
BARRY MOLTZ, AUTHOR OF BOUNCE, CRAZY & B-A-M
“What’s Your Purple Goldfish? is a great guidebook full of
real-world examples business owners can use to increase
great experiences to delight and surprise their customers.
Read this book before your competitors do or be left in the
dust.”
PHIL GERBYSHAK, AUTHOR OF 10 WAYS TO MAKE IT
GREAT! & #TWITTERWORKS
NCH, a
hat in-
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a TEDx
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on via added value. Mar-
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US$15.95CAN$20.95
WHATʼS YOUR
GREENGOLDFISHPHELPS
WHATʼS YOUR
GREEN GOLDFISH
Stan Phelps
Foreword by Ted Coiné
Author of Five Star Customer Service and Spoil ‘Em Rotten!
GREEN GOLDFISH
BEYOND DOLLARS: 15 WAYS TO
DRIVE EMPLOYEE ENGAGEMENT
& REINFORCE CULTURE
BEYOND DOLLARS: 15 WAYS TO DRIVE
EMPLOYEE ENGAGEMENT & REINFORCE CULTURE
“Stan is the sherpa that guides executives along the journey
between the heart and mind of business stakeholders.
Stakeholders arenʼt always customers though. At a time
when company vision and culture matters more than ever,
it takes inspired and engaged employees to bring them to
life.”
BRIAN SOLIS, AUTHOR OF WHATʼS THE FUTURE OF
BUSINESS #WTF, THE END OF BUSINESS AS USUAL &
ENGAGE!
“So often overlooked, and so very vital to building company
value... empowering employees to support each other and
the brand. Stan Phelps ʻgetsʼ it and Green Goldfish will walk
you step-by-step though achieving this critical goal.”
TED RUBIN, AUTHOR OF RETURN ON RELATIONSHIP
“Great customer centric organizations only exist because of
engaged and empowered employees. The Green Goldfish
is packed with awesome examples of what world class
companies are doing today to inspire and reward their
employees. If you see value in truly building an “A Team,”
Green Goldfish will be, without question, your single best
reference.”
CHRIS ZANE, FOUNDER AND PRESIDENT OF ZANEʼS
CYCLES & AUTHOR OF REINVENTING THE WHEEL, THE
SCIENCE OF CREATING LIFETIME CUSTOMERS
“Stan Phelps takes customer service to a whole new level by
focusing on EMPLOYEE service, and how to do well by your
employees - so they take care of your customers. Packed
with stories, insights and R.U.L.E.S. any company can follow,
this book is a must-read for managers of companies of all
shapes and sizes who know that employees donʼt leave jobs
- they leave managers, especially when they donʼt feel your
love and appreciation. Pick this up, and start engaging your
team and making more GREEN!
PHIL GERBYSHAK, AUTHOR OF THE NAKED TRUTH OF
SOCIAL MEDIA
ABOUT THE AUTHOR
Stan Phelps is the founder of 9 INCH, a
speaking and training consultancy that in-
spires leaders to win the hearts of employ-
ees and customers. He has over 20 years
of global marketing experience with IMG,
adidas, PGA Worldwide Exhibitions, and
Synergy. Phelps is an IBM Futurist, a TEDx
speaker, and a contributor to Forbes. He has
written four books and has spoken at over
100 events in 10 countries. A recognized ex-
pert in customer experience and employee
engagement, heʼs been an adjunct profes-
sor at NYU. Phelps holds a J.D./M.B.A.
from Villanova and a certificate in Achieving
Breakthrough Service from Harvard Business
School. He lives in Cary, NC with his wife
Jennifer and two boys Thomas and James.
www.9INCHmarketing.com
ABOUT GREEN GOLDFISH
Green Goldfish is based on the simple premise that employees
are the key drivers of customer experience and that “Happy
Employees Create Happy Customers.” The book focuses on 15
different ways to drive employee engagement and reinforce a
strong corporate culture. It is the second book in the goldfish
trilogy.
US$15.95CAN$20.95
GOLDENGOLDFISHPHELPS
GOLDEN GOLDFISH
Stan Phelps
Foreword by Chris Malone
Author of The Human Brand
GOLDEN GOLDFISH
THE VITAL FEW: ALL CUSTOMERS
AND EMPLOYEES ARE NOT
CREATED EQUAL
THE VITAL FEW: ALL CUSTOMERS AND
EMPLOYEES ARE NOT CREATED EQUAL
“Stan is the sherpa that guides executives along the journey
between the heart and mind of business stakeholders.
Stakeholders arenʼt always customers though. At a time when
company vision and culture matters more than ever, it takes
inspired and engaged employees to bring them to life.”
BRIAN SOLIS, AUTHOR OF WHATʼS THE FUTURE OF
BUSINESS #WTF & THE END OF BUSINESS AS USUAL
“Great customer centric organizations only exist because of
engaged and empowered employees. The Golden Goldfish
is packed with awesome examples of what world class
companies are doing today to inspire and reward their
employees. If you see value in truly building an “A Team,”
Golden Goldfish will be, without question, your single best
reference.”
CHRIS ZANE, FOUNDER OF ZANEʼS CYCLES & AUTHOR
OF REINVENTING THE WHEEL.
“Stan Phelps takes customer service to a whole new level by
focusing on EMPLOYEE service, and how to do well by your
employees - so they take care of your customers. Packed with
stories, insights and R.U.L.E.S. any company can follow, this
book is a must-read for managers of companies of all shapes
and sizes who know that employees donʼt leave jobs, they
leave managers, especially when they donʼt feel your love
and appreciation. Pick this up, start engaging your team and
make more GOLD!
PHIL GERBYSHAK, AUTHOR OF THE NAKED TRUTH OF
SOCIAL MEDIA
“We need to shift a portion of our marketing focus away
from prospects and invest even more in our best customers.
Fortunately, Stan Phelps has written a book to help us all do
just that. The book showcases nine different ways to let your
best customers (and employees) know how much you value
them. By doing those little extras, you will make your company
even stronger. You will differentiate yourself even more from
your competitors, youʼll keep both your best customers and
employees longer so they contribute to your success and with
every little extra, you will create more word of mouth buzz.”
DREW MCLELLAN, AUTHOR OF 99.3 RANDOM ACTS OF
MARKETING
ABOUT THE AUTHOR
engagement, heʼs been an adjunct profes-
from Villanova and a certificate in Achieving
ABOUT GOLDEN GOLDFISH
Golden Goldfish is based on the premise that all customers and
employees are not created equal. For most businesses, 80% of
profitability is driven by the top 20% of customers and employ-
ees. These are simply your “Vital Few.” The book focuses on 9
different ways to to promote advocacy and engagement with
these key stakeholders. It is the third book in the goldfish trilogy.
US$15.95CAN$20.95
WHATʼS YOUR
BLUEGOLDFISHPHELPS&CARROLL
BLUE GOLDFISH
Stan Phelps & Evan Carroll
Foreword by Shep Hyken
Author of New York Times Bestseller The Amazement Revolution
ISH
DATA,
E BOTH
ETS
USING TECHNOLOGY, DATA, AND ANALYTICS
TO DRIVE BOTH PROFITS AND PROPHETS
“Did you know that even Harley Davidson is using tracking
technologies, including face detection, in its stores? If Harley
Davidson is doing it you probably will be too and this book
tears into 300 case studies of how other companies are using
technology to build better experiences for their customers.
Highly recommended.”
ROBERT SCOBLE, FUTURIST AT RACKSPACE & AUTHOR
OF AGE OF CONTEXT
“Experience is the new brand. What people experience
required design. And meaningful design takes data, insight
and empathy. Blue Goldfish is your template to achieve a
significant competitive advantage.”
BRIAN SOLIS, DIGITAL ANALYST & AUTHOR OF
X: THE EXPERIENCE WHEN BUSINESS MEETS DESIGN
“It is now nearly impossible to succeed in business without
harvesting and harnessing customer data. But what data,
and how? Blue Goldfish answers these critical questions,
and many, many more. Required reading!”
JAY BAER, PRESIDENT AT CONVINCE & CONVERT &
NEW YORK TIMES BEST-SELLING AUTHOR OF YOUTILITY
“The power of big data lies not in creating more targeted ads
or more personalized offers, but rather enabling company
and brand employees to build and maintain relationships
with customers on a large scale. Thanks to Stan Phelps and
Evan Carroll, we now have a roadmap for getting it done
and reaping the benefits.”
CHRIS MALONE, MANAGING PARTNER AT FIDELUM
PARTNERS AND AUTHOR OF THE HUMAN BRAND
“Back in 2003, a little book by Seth Godin named Purple
Cow changed the way we think about marketing. With Blue
Goldfish, Phelps and Carroll have brought Godinʼs insights
into the social media and big data age. Within these pages
youʼll find stories that combine the art of capitalizing on
your differentiation points with the science of embracing
data—which leads to talkable moments and builds word of
mouth brands. I dare you not to learn something every time
you pick up this book.”
SPIKE JONES, MANAGING DIRECTOR AT EDELMAN
AND AUTHOR OF BRAINS ON FIRE
BM Futur-
e Founder
ng consul-
he hearts
ees. Stan
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percent of customers expect
ual needs. In Blue Goldfish,
ke the business case for le-
nalytics to create increased
over 300 case studies, youʼll
your own Blue Goldfish.
US$15.95CAN$20.95
PURPLEGOLDFISHPHELPS&BRIZ
SERVICE EDITION
SERVICE
EDITION
PURPLE GOLDFISH
Stan Phelps & Brooks Briz
Foreword by Dee Ann Turner
VP of Corporate Talent for Chick-fil-A and Author of It’s My Pleasure
PURPLE GOLDFISH
12 WAYS TO WIN CUSTOMERS &
INFLUENCE WORD OF MOUTH
THE 12 WAYS HOTELS, RESTAURANTS, AND
AIRLINES WIN THE RIGHT CUSTOMERS
“In business you must do something that’s above and
beyond what’s expected. Phelps shows the ingredients
behind creating signature extras that are unconventional
and innovative. Every business should be asking themselves,
“What’s our Purple Goldfish?”
TONY HSIEH, NY TIMES BESTSELLING AUTHOR OF
DELIVERING HAPPINESS & CEO, ZAPPOS.COM
“Influence isn’t a score, it is the ability to cause, effect or
change behavior. Phelps shows marketers how to add that
‘little something extra’ that influences consumer behavior
and drives word of mouth.”
BRIAN SOLIS, AUTHOR OF THE END OF BUSINESS
AS USUAL
“What’s Your Purple Goldfish? is the new benchmark for
customer service and experience excellence. The single
source for numerous concepts and innovations that can help
build the foundation for a world class brand! (I just hope my
competition doesn’t find this book.)”
CHRIS ZANE, AUTHOR OF REINVENTING THE WHEEL -
THE SCIENCE OF CREATING LIFETIME CUSTOMERS
“Stan’s approach of delivering the unexpected, lagniappes,
is a great way to break from the pack and instill a mindset
of customer delight across your company.”
BRUCE TEMKIN, AUTHOR OF THE 6 LAWS OF
CUSTOMER EXPERIENCE
“What’s Your Purple Goldfish? busts a myth and reveals
a simple truth about customer service. Stan uncovers the
recipe for creating signature added value that increases
customer satisfaction and drives positive word of mouth.”
BARRY MOLTZ, AUTHOR OF BOUNCE, CRAZY & B-A-M
“What’s Your Purple Goldfish? is a great guidebook full of
real-world examples business owners can use to increase
great experiences to delight and surprise their customers.
Read this book before your competitors do or be left in the
dust.”
PHIL GERBYSHAK, AUTHOR OF 10 WAYS TO MAKE IT
GREAT! & #TWITTERWORKS
ABOUT THE AUTHOR
engagement, he’s been an adjunct profes-
from Villanova and a certificate in Achieving
ABOUT PURPLE GOLDFISH
Purple: Purple Goldfish is about differentiation via added value.
Marketing to your existing customers via G.L.U.E. (giving little
unexpected extras). The book focuses on the 12 ways to do
the “little extras” to improve the customer experience. The end
result is increased sales, happier customers, and positive word
of mouth. It is the first book in the goldfish trilogy.
US$15.95CAN$20.95
REDGOLDFISHPHELPS&NEWELL
RED GOLDFISH
Stan Phelps & Graeme Newell
Foreword by David Howitt
Author of Heed Your Call
RED GOLDFISH
MOTIVATING SALES AND LOYALTY THROUGH
SHARED PASSION AND PURPOSE
MOTIVATING SALES AND LOYALTY THROUGH
SHARED PASSION AND PURPOSE
STAN PHELPS
Stan Phelps is a TEDx speaker, IBM Futurist, and Forbes col-
umnist. He is the Founder of PurpleGoldfish.com, a speaking
and training consultancy that inspires brands to win the hearts
of their customers and employees. Stan is the best-selling au-
thor of Purple Goldfish, Green Goldfish, Golden Goldfish, and
Blue Goldfish PurpleGoldfish.com
GRAEME NEWELL
Graeme Newell is researcher, speaker and the founder of
602 Communications, a marketing research and consulting
firm that specializes in emotional marketing. Graeme and his
team of emotional attachment experts show companies how to
change complacent customers into passionate groupies.
602communications.com
ABOUT RED GOLDFISH
Purpose is changing the way we work and how customers
choose business partners. In Red Goldfish, Stan Phelps and
Graeme Newell share cutting edge examples and reveal the
eight ways businesses can embrace purpose that drives employ-
ee engagement, fuels the bottom line, and makes an impact on
the lives of those it serves.
US$15.95CAN$20.95

25
ABOUT THE AUTHOR
Stan Phelps is a TEDx Speaker,
Forbes Contributor and IBM
Futurist. He believes that today’s
organizations must focus on
meaningful differentiation to
win the hearts of both employees
and customers.
He is the Founder of PurpleGoldfish.com, a
site that focuses on customer experience and
employee engagement solutions. He believes that
“differentiation via added value” is a game changing
strategy.
Before founding PurpleGoldfish.com, Stan had
a twenty-year career in marketing including
leadership positions at IMG, adidas, PGA
Exhibitions and Synergy. At Synergy, he worked
on award-winning experiential programs for
top brands such as KFC, Wachovia, NASCAR,
Starbucks and M&M’s.

26
He has delivered keynotes and workshops at IBM,
Citi, ESPN and Target. Stan has keynoted over 200
events in the US, Canada, UK, France, Sweden,
Spain, The Netherlands, Russia, Peru, Israel,
Bahrain, Australia, Malaysia and Ecuador.
Stan received a BS in Marketing and Human
Resources from Marist College, a JD/MBA from
VillanovaUniversityandacertificateforAchieving
School.
Interested in having Stan speak at your event?
Email us at: stan@purplegoldfish.com.

27
NOTES
“There are no traffic jams along the extra mile.”
- Roger Staubach
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28
KEYNOTES AND
WORKSHOPS
For more information or to book your keynote or
workshop, email stan@purplegoldfish.com

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