Purple Cow: Transform Your Business by Being Remarkable

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.

Differentiate your customers. Find the group that’s most profitable. Find the group that’s most likely to sneeze. Figure out how to develop/advertise/reward either group. Ignore the rest. Your ads (and your products!) shouldn’t cater to the masses. Your ads (and products) should cater to the customers you’d choose if you could choose your customers

In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.

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.

dying product, take profits and reinvest them in building something new.

The marketing is built right in.

on the UI team, so as not to introduce too many links. It’s like a scale that tells you that you’ve gained two pounds.” (Yahoo! has more than five hundred words on their home page now.)

How could you modify your product or service so that you’d show up on the next

the only way an idea reaches the bulk of the market is to move from left to right. You can