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

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

The Cow is so rare because people are afraid. If you’re remarkable, it’s likely that some people won’t like you. That’s part of the definition of remarkable. Nobody gets unanimous praise – ever. The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out.

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?

The marketing is built right in.

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

on the UI team, so as not to introduce too many links. It’s like a scale that tells you that you’ve gained two pounds.” (Yahoo! has more than five hundred words on their home page now.)

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

Remarkable isn’t always about changing the biggest machine in your factory. It can be the way you answer the phone, launch a new brand, or price a revision to your software. Getting in the habit of doing the “unsafe” thing every time you have the opportunity is the best way to learn to project – you get practice at seeing what’s working and what’s