Purple Cow: Transform Your Business by Being Remarkable

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.

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

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.

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.

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

Ask, “Why not?” Almost everything you don’t do has no good reason for it. Almost everything you don’t do is the result of fear or inertia or a historical lack of someone asking, “Why not?”

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

The same word of mouth that can make your product

invent the right combination of Ps to overwhelm them with the rightness of your offer.