+ Instead of trying to use your tech and expertise to make a better product for your user’s standard behaviour, experiment with inviting users to change their behaviour to make product dramatically better
+ If product future unremarkable (ppl not fascinated) don’t invest, take products and invest in new product
+ Good product = remarkable for early adopter but flexible & attractive enough for them to tell their friends
– Need sneezers (idea spreadings)
– aim for niches
+ Idea virus:
– easy to spread?
– do group talk much?
– do group believe each other?
– how often sneezed?
– how reputable are ppl who sneeze it?
– how persistent is idea?
+ Customer segmentation:
– differentiate customers & find the most profitable
– For them, develop/advertise/reward
– hv there emails offer something special
– For the rest, Ignore!
+ Advantage of leading brand is huge -> be that brand
+ Target niches – appeal to them
– Zespri targetted Latin foodies
+ Catch 22 of being remarkable
– Difficult times – can’t afford to be different
– Good times – can afford to be conservative
+ Don’t be afraid to make mistakes, you learn and standout from them
– if you acknowledge you won’t ever catch a leader by doing the same then standout and do something different, compete to lead
+ Need to measure the KPIs so you can adapt
– Zara changes product lines every 3-4 weeks
+ If develop a Purple Cow must continue to take risks to stay at the top
– Micromuse, AOL
+ Find the decision makers/influencers of buying behaviour
– Curad make plasters with cartoons on => kids loved them and wanted them
+ Don’t rebrand/change product if not remarkable – Do nothing!
– Ben & Jerry’s only released a new product when had a super cool one, not every yr (but every yr they gave free scoops in all their stores for one day)
+ Okatu (Jp) ‘something more than a hobby but a little less than an obsession’ = sneezers of Purple Cow
+ Slogans = scripts for sneezers: must be true, consistent and worth passing on
+ Stand out through customer care:
– Haagen Dazs shops had cards with the Managers phone number in each store
+ Working with sneezers
– Permission marketing
– Give them tools and story to sell idea to wider audience
– When cross line from remarkable to profitably, milk it
– Reinvest to launch another Purple Cow
+ Employees must have otaku e.g. Starbucks CEO loving coffee
+ Outrageousness is not a long run strategy
+ Brainstorm ideas
– service – Ted Leonsis 4 Seasons
– don’t want to give up expertise (Bloomberg)
– refund regardless
– personal – Jesse James motorcycles
– best at something worth measuring e.g. Bugatti Veyron
– care if something goes wrong
– premiums for last increments e.g. Bose noise reduction
– stand out: beautiful ppl (Abercrombie), dress (Hooters, Sausage Company)
+ Purple Cos
– think of 10 ways to change your product to focus on a niche
– think small – aim for small niches
– build permission asset
– copy from other industries
– go further than anyone else
– do ‘just not done’ things
– ask ‘why not?’
Tom Peters = Seth’s hero