Remarkable isn’t always about changing the biggest machine in your factory. It can be the way you answer the phone, launch a new brand, or price a revision to your software. Getting in the habit of doing the “unsafe” thing every time you have the opportunity is the best way to learn to project – you get practice at seeing what’s working and what’s

invent the right combination of Ps to overwhelm them with the rightness of your offer.

Explore the limits. What if you’re the cheapest, the fastest, the slowest, the hottest, the coldest, the easiest, the most efficient, the loudest, the most hated, the copycat, the outsider, the hardest, the oldest, the newest, the … most! If there’s a limit, you should (must) test it.

Plan B is to have the insight and guts to go after a series of Purple Cows, to launch a product/service/promotional offering that somehow gets (the right) people to listen.

Product • Pricing • Promotion • Positioning • Publicity • Packaging • Pass-along • Permission This is the marketing checklist: a quick way to make sure you’ve done your job, a way to describe how you’re going to go about getting people to buy what the factory just made.

By reviewing every other Ρ – your pricing, your packaging, and so forth – you sketch out where your edges are … and where your competition is. Without understanding this landscape, you can’t go to the next step and figure out which innovation you can support.

You have to go where the competition is not. The farther the better.

Consumers with otaku are the sneezers you seek.

marketing is more time-consuming and expensive than it used to be.