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  • “The Disruptors” Seth Godin’s Purple Cow Part II: The Non Market-Market

    I am an avid believer of the Pareto Principle: 20% of your customers make up 80% of sales. Think about it: you only get sales from a slice of your demographic, anyway.

    As I stated in an earlier post, “The Disruptors” Seth Godin’s Purple Cow Part I: Why Purple?, the team at Upstart: Business and Management for 20-40 Year Old Professionals, will be looking at the book, “Purple Cow,” by Seth Godin, published in 2003 (Portfolio/Penguin).

    In Purple Cow , Godin states, “Most people can’t buy your product. Either they don’t have the money, they don’t have the time, or they don’t

    Seth Godin’s Purple Cow

    want it.”

    Rule 2: Understand that most markets are already saturated — they are bulging — there’s not a jingle that hasn’t been conceived — a spokesperson hired — a commercial with cute kids not considered – – doing something different, yet valuable, should be the starting point for your business model.

    I found this interesting, because this declares that most marketers are marketing to non market-markets. In other words, most of these products and services are not essential and don’t really have to be consumed, yet billions of dollars are spent placing these offerings in our refrigerators, driveways and bathrooms.

    So what do you do, especially if you don’t have prodigious resources? You slice the most important part of your potential demographic and work it like hell. I am an avid believer of the Pareto Principle: 20/80 rule: 20 percent of your customers will make up 80 percent of your sales. If you really think about it, you are only getting sales from a slice of your demographic anyway, so do it smart: scrub and filter your audience, locate and engage the innovators (Godin says “sneezers”), who create the cultural capital and who are the consumer evangelists.

    We might be doing too much work going after too large an audience – an audience that we might not capture anyway. So it makes sense to refine our focus, not only to what’s possible – think, what is the greatest value I can offer my most promising and involved customers – offer that, but also offer it with some exclusivity – within some form of outlier distinction.  We are learning to be purple in a gray world.

    Good Luck.

    Read the other parts of the Disruptors Purple Cow series: 

    Part 1 – Why Purple?  
    Part 3 – Through people, Not Marketing  
    Part 4 – Ordinarily Remarkable
    Part 5 – Not Weird, Irresistible

    Calvin Wilson
    Founder and CEO
    Upstart: Business and Management for 20-40 Year Old Professionals

    Filed Under: Management


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