Purple Cow: Transform Your Business by Being Remarkable

When a product or service is about risk avoidance, a solution that minimizes that risk is worth talking about. If I were a lawyer, I’d specialize in a very narrow niche, becoming the best in the world at defending a certain kind of lawsuit.

The same word of mouth that can make your product

Instead of investing in a

Here’s a great Google story I heard from Mark Hurst: It turns out that the folks at Google are obsessed with the email they get criticizing the service. They take it very seriously. One person writes in every once in a while, and he never signs his name. According to Marissa Meyer at Google, “Every time he writes, the e-mail contains only a two-dig

Consumers with otaku are the sneezers you seek.

episode of Saturday Night Live or in a spoof of your industry’s trade journal?

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.

find the market niche first, and then make the remarkable product – not the other way around.

Once you’ve managed to create something truly remarkable, the challenge is to do two things simultaneously: Milk the Cow for everything it’s worth. Figure out how to extend it and profit from it for as long as possible. Create an environment where you are likely to invent a new Purple Cow in time

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