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  • “The Disruptors” Seth Godin’s Purple Cow Part 4: Ordinarily Remarkable

    “Remarkable” is damn hard, but the rewards are lusty. Based on resources, brainpower and willingness to disrupt your market, how do you do it, and do it consistently?

    As part of Upstart: Business and Management for 20-40 Year Old Professionals initial “Disruptor” series, we are again looking at

    Seth Godin's Purple Cow

    Purple Cow (2003 (Portfolio/Penguin) by Seth Godin. It’s our fourth installment from Purple Cow.

    Rule 4: To stand out: you have to stand out.

    Remarkable is damn hard – but the rewards are lusty. Ask yourself, based on resources, brainpower and willingness to disrupt your market with a new product, service or delivery method or disrupt your market by creating a peripheral market altogether – how do you do it, and do it consistently. Like I said, damn hard.

    Most people, especially business people looking to go big fast, believe that remarkable is just breakthrough idea:  yes and no. Yes, you need a great idea that generates enthusiasm and action, but the idea has to be able to metastasize through the primary and peripheral markets you wish to win. The real reason most firms never capture remarkable: they don’t have a plan how to get there.

    It’s not just that an innovative company innovates or disrupts by offering something valuable through an unconventional offering: along with that they execute, tinker voraciously and measure like hell. People don’t realize that Apple wins customers, not so much by design – yes, they design well, but they win and keep customers by performance.

    At the end of the day – the performance: the value proposition has to match the hype and the disruptor has to work better and be more convenient than what everyone is using now.

    Good Luck.

    Read the other parts of the Disruptors Purple Cow series: 

    Part 1 – Why Purple?  
    Part 2 – The Non-Market Market
    Part 3 – Through people, Not Marketing  
    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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