Purple Cow: Transform Your Business by Being Remarkable

Ask, “Why not?” Almost everything you don’t do has no good reason for it. Almost everything you don’t do is the result of fear or inertia or a historical lack of someone asking, “Why not?”

Think of the smallest conceivable market, and describe a product that overwhelms it with its remarkability.

targeting a thriving niche in a slow-moving industry can work – if you’re prepared to invest what it takes to be remarkable.

Find an industry more dull than yours, discover who’s remarkable (it won’t take long), and do what they did.

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.

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

Find things that are “just not done” in your industry, and do them.

These companies grew their brands back when it was easy and cheap to do it the old-fashioned way. These brands maintain their lead, blocking newcomers who don’t have the same vacuum to fill.

The Purple Cow is just part of the product life cycle. You can’t live it all the time (too risky, too expensive, too tiring), but when you need to grow or need