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

What would happen if you gave the marketing budget for your next three products to the designers? Could you afford a world-class architect/designer/sculptor/director/author?

How can your product make news?

Smart businesses target markets where there’s already otaku.

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.

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.

Go to a science fiction convention. These are pretty odd folks. Do you appeal to an audience as wacky and wonderful as this one? How could you create one? (Jeep did. So did Fast Company and the Longaberger basket company. There are similar groups in the investing community, the market for operating systems, and the market for million-dollar stereo

The path to lifetime job security is to be remarkable.

just for the sake of being annoying. It’s good practice. Don’t do it too much because it doesn’t usually work. But it’s a good way to learn what it feels like to be at the edge.