to replace the first one when its benefits inevitably trail off. Of course, these are contradictory goals. The creator of a Purple Cow enjoys the profits, the accolades, and the feeling of omniscience that comes with a success.

What could you measure? What would that cost? How fast could you get the results? If you can afford it, try it. “If you measure it, it will improve.”

Stop advertising and start innovating.

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 people with a problem to solve – they’re open to hearing your story only if it’s truly remarkable; otherwise, you’re invisible.

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

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

Product • Pricing • Promotion • Positioning • Publicity • Packaging • Pass-along • Permission This is the marketing checklist: a quick way to make sure you’ve done your job, a way to describe how you’re going to go about getting people to buy what the factory just made.

The marketing is built right in.