The Purple Goldfish Series

purple green golden blue goldfish books

purple goldfish bookPURPLE

In 2009 the Purple Goldfish Project was launched. A purple goldfish is any time a business goes above and beyond to provide a “little something extra” for a customer. Inspired by the concept of lagniappe, it’s that unexpected surprise that’s thrown in for good measure.

The goal of the Project was to crowd source 1,001 examples. It took just over 27 months to collect all the examples. The best one hundred examples made it into the book.

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Praise for WYPG

“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 and CEO of

“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 and WTF – What’s the Future?

“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 

“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

“Your project has been an inspiration. I’ve talked about it many times, and included links in my articles. CEM can be complicated, but your examples show that with some creativity, companies can stand out by doing a little something extra.”

Bob Thompson, CEO of

“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 and B-A-M

What’s Your Purple Goldfish is unique in that it doesn’t leave you asking ‘Now what?’ after you’ve read it. It’s filled with actual illustrations of what successful businesses are doing right now to differentiate themselves and add value to their customers’ experiences.”

Steve Curtin, Author of Delight Your Customers

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 / co-author of 10 Ways to Make it Great! and #Twitterworks

“I have been a huge fan and contributor to The Purple Goldfish Project since inception because many companies talk about being ‘customer centric’ but few actually are. This project is a reflection of all those great companies that are getting it right every day, winning the hearts and minds of their customers one customer at a time!”

Paul Dunay, Author of Facebook Marketing for Dummies

“At the heart of the marketing lagniappe concept lies the truth that we cannot simply meet the expectations of customers. Every experience starts with a person who had a need they would trade something of value to have solved. Lagniappe can create the difference between needs not solved or solved poorly, and needs solved so well we happily tell others of the experience. Purple Goldfish, crafted wisely in customer experiences, can be the difference between mediocre and great business performance.”

Linda Ireland, Author of Domino: How Customer Experience Can Tip Everything In Your Business Toward Better Financial Performance

green booklet cover 2GREEN

What’s Your Green Goldfish is based on the simple premise that employees are the key drivers of customer experience and that “Happy Engaged Employees Create Happy Enthused Customers.” The book focuses on 15 different ways to drive engagement and reinforce culture. It’s the second book in the goldfish trilogy. It is based on the findings of the Green Goldfish Project, an effort which crowd sourced 1,001 examples of signature added value for employees. Key themes emerged from the Project. The book is filled with 200 examples.

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“Stan is the sherpa that guides executives along the journey between the heart and mind of business stakeholders. Stakeholders aren’t 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 What’s the Future of Business #WTF and The End of Business as Usual

“So often overlooked, and so very vital to building company value… empowering employees to support each other and the brand. Stan Phelps ‘gets’ 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 Zane’s 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 don’t leave jobs – they leave managers, especially when they don’t 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

“Our large-scale research shows unequivocally that engaged employees are more likely to work longer, try harder, make more suggestions for improvement, recruit others to join their company, and go out of their way to help customers. They even take less sick time. Companies can tap into the enormous value of engaged employees by following the 15 ideas that Stan lays out in this book.”

Bruce Temkin, Author of The Six Laws of Customer Experience

“Too often, the actual employment experience delivered on the job does not measure up to the version sold to job candidates during the interview process. In What’s Your Green Goldfish, Stan Phelps offers 15 ways to close the gap.”

Steve Curtin, Author of Delight Your Customers

“In What’s Your Green Goldfish, Stan Phelps brilliantly applies the idea of ‘doing a little something extra’ for employees. You know, those people that actually get the work done and keep customers happy. Read it, put some of the ideas to work, and soon you’ll be reaping more ‘green’ from your customers.”

Bob Thompson, Founder and CEO, CustomerThink Corp.

golden goldfish cover booklet 2GOLD

The third book in the trilogy is the “golden goldfish.” It’s based on Pareto’s 80/20 Rule. The fact that 80% of profitability is driven by 20% of your customers. The vital few versus the trivial many. Gold is about the little things you do for your top 20% of employees and customers.Why Gold? Gold is one of the three colors of Mardi Gras. It’s a direct reference to the birthplace of the creole word called lagniappe. A word that Mark Twain once said, “was worth traveling to New Orleans to get.” Inspired by Pareto, the book will examine the Top 201 examples of how companies do the little extras for the vital few.

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blue goldfish cover booklet 2BLUE

The fourth book in the series is the “blue goldfish.” A blue goldfish is any time a business leverages technology, data, and analytics to do a “little something extra” to improve the experience for the customer. The book is based on a collection of over 300 case studies. It examines the three R’s: Relationship, Responsiveness, and Readiness. Blue Goldfish also uncovers eight different ways to turn insights into action. Are you ready to use info-sense to win profits and prophets?

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