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

If your boss wants focus groups to prove that a new product is guaranteed to be a success, don’t bother. If the focus group likes it, they’re probably wrong.

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.

a huge hit can also lead to someone’s snickering at you. Most companies are so afraid of offending or appearing ridiculous that they steer far away from any path that might lead them to this result.

it’s about putting the marketing investment into the product instead of into the media.

Consumers with otaku are the sneezers you seek.

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

to introduce something new, it’s your best shot.

Are you making very good stuff? How fast can you stop?