Purple Cow - Deepstash
Safe is risky

The opposite of "remarkable" ..



is "very good".

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Purple Cow

Purple Cow

by Seth Godin

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The post-consumption consumer is out of things to buy. We have what we need, we want very little and we're too busy to spend a lot of time researching something you've w...

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Traditional Marketing no longer works

The marketing department takes a nearly finished product or service and spends money to communicate its special benefits to a target audience. This approach no longer works.

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Before advertising, there was word of mouth.

During advertising , the combination of increasing prosperity, seemingly endless consumer desire , and the power of television and mass media led ...

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The squeeze play

Marketers can't get the word out because jaded consumers refuse to share their attention. Customers rely on their tried-and -true suppliers or on their network of smart friends instead of studying ...

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The world has changed. There are far more choices, but there is less and less time to sort them out.

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Among the people who might buy your product, most will never hear about it. There are so many alternatives now that people can no longer be easily reached by mass media. Busy consumers ign...

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Power of TV

Consumers were trained to believe that "as seen on TV" was proof of product quantity , so they looked for products on television. Non-advertised brands lost distribution and ultimately, profits.

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The old rule was : Create safe , ordinary products and combine them with great marketing.

The new rule is : Create remarkable products that the right people seek out.

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Instead of trying to use your technology and expertise to make a better product for your user's standard behaviour, experiment with inviting the users to change their be...

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If a produc'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 realise that the ...

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It's easy to look at the idea diffusion curve and decide that the juicy, profitable, wonderful place to be is right in the centre, where all the people are. However that...

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