In the past, effective marketing could sell even the most ordinary product or service.
But that era is over. Now you actually have to create something that's remarkable.
In Seth Godin's book, "Purple Cow: Transform Your Business by Being Remarkable
According to Godin, it's "the era of the cow" and no longer acceptable to even be "very good" since that's an "everyday occurrence and hardly worth mentioning."
Create demand by making your product an outlier: "super-fast or super-slow, very exclusive or very cheap, very big or very small"
Walmart, Neiman Marcus, Motel 6 and the Four Seasons have all experienced tremendous growth and success because they're outliers.
Godin says to "go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing and financial results you seek."
Source: Purple Cow: Transform Your Business by Being Remarkable
Playing it safe is the riskiest strategy of all
"In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible," Godin says.
Source: Purple Cow: Transform Your Business by Being Remarkable
When something's not going to work, recognize the sunk costs and move on
"If a product's future is unlikely to be remarkable — if you can't imagine a future in which people are once again fascinated by your product — it's time to realize that the game has changed. Instead of investing in a dying product, take profits and reinvest them in building something new."
Source: Purple Cow: Transform Your Business by Being Remarkable
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