
Purple Cow: Transform Your Business by Being Remarkable

None of these companies are using the old-fashioned advertising-based techniques to win. To their entrenched (but nervous) competitors, these companies appear to be cheating because they’re not playing by the rules. Why aren’t you cheating?
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
After Advertising, we’re almost back where we started. But instead of products succeeding by slow and awkward word of mouth, the power of our new networks allows remarkable ideas to diffuse through segments of the population at rocket speed.
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
Differentiate your customers. Find the group that’s most profitable. Find the group that’s most likely to sneeze. Figure out how to develop/advertise/reward either group. Ignore the rest. Your ads (and your products!) shouldn’t cater to the masses. Your ads (and products) should cater to the customers you’d choose if you could choose your customers
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to introduce something new, it’s your best shot.
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
it’s cheaper to keep an old customer than it is to get a new one – and articulated the entire field of customer relationship management. They showed that there are only four kinds of people (prospects, customers, loyal customers, and former customers)
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
Consumers with needs are the ones most likely to respond to your solutions.
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
You’re just spending the money earlier in the process (and repeating the process more often). This is worth highlighting: The Purple Cow is not a cheap shortcut. It is, however, your best (perhaps only) strategy for growth.
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
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.
Seth Godin • Purple Cow: Transform Your Business by Being Remarkable
Consumers with otaku are the sneezers you seek.