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  • “The Disruptors” Seth Godin’s Purple Cow Part 3: Through People, Not Marketing

    Rule 3: Before launching, decide what will be unique and how it will be perceived not only as unique, but as extraordinarily valuable, due to its unique feature.

    We at Upstart: Business and Management for 20-40 Year Old Professionals, are learning much through our Disruptor series: learning

    Seth Godin's Purple Cow

    that true disruptors didn’t become disruptors after they launched, the planned to become disruptors from inception.

    Still examining Purple Cow (2003 (Portfolio/Penguin), Seth Godin’s seminal work about market disruptions from truly innovative companies.

    Rule 3: Before launching, decide what will be unique and how is it perceived to be not only unique, but extraordinarily valuable, due to its unique feature: if you can do this – you got something.

    Why is this important: because your initial planning has to have the perspective and trajectory that you will launch and operate the business through different metrics. This also means that you might have to let go of traditional measures, where other businesses quantify their success or not.

    By looking at the disruption of the proposed company, the right way, then you can calibrate the unique spots that should create user evangelists – where you might see your most potent growth – whether you should focus on the twenty percent, who are using your products or expand to a greater audience, even though that might not be your audience – does your ROI stand up to this.

    It’s also important, because you might consider a competitor or ancillary vehicle to Apple, but you might not have the same vision, product iteration or idea lab for the same dynamism, and now you’ve spent your money, launched and are marketing like hell, and nothing’s happening. Apple is already Apple – what is your offering – and why should we be listening to you, as opposed to the Apple Folks?

    Good Luck.

    Read the other parts of the Disruptors Purple Cow series: 

    Part 1 – Why Purple?  
    Part 2 – The Non-Market Market  
    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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