6. Explore the limits. What if you're the cheapest, the fastest, the slowest, the hottest, the coldest, the easiest, the most efficient, the loudest, the most hated, the copycat, the outsider, the hardest, the oldest, the newest, or just the most! If there's a limit, you should (must) test it.
7. Think small. One vestige of the TV-industrial complex is a need to think mass. If it doesn't appeal to everyone, the thinking goes, it's not worth it. No longer. Think of the smallest conceivable market and describe a product that overwhelms it with its remarkability. Go from there.
8. Find things that are "just not done" in your industry, and then go ahead and do them.
For example, JetBlue Airways almost instituted a dress code — for its passengers! The company is still playing with the idea of giving a free airline ticket to the best-dressed person on the plane.
A plastic surgeon could offer gift certificates. A book publisher could put a book on sale for a certain period of time. Stew Leonard's took the strawberries out of the little green plastic cages and let the customers pick their own. Sales doubled.
9. 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?"
10. What would happen if you simply told the truth inside your company and to your customers?
Now That's Remarkable
Purple Cow: How to Apply the Lessons Learned
For me this book underscored the importance of making sure IMPACT is a remarkable company that creates remarkable content people care about.
Godin says cows may be lovely to look at, but after you’ve seen enough of them they’re boring. On a long car drive you may see some brown cows on a hill, and see many more as the hours pass. Brown cow. Brown cow. There’s nothing terribly remarkable about them—they pretty much look the same, really. But if you spotted a purple cow—wow, that would be remarkable. You’d sit up in your seat and take notice if you saw a purple cow; you might even pull the car over and let the kids out, so you could take some pictures and share them with friends on Facebook, Twitter, Instagram, and Snapchat.
Brown cow after brown cow: In my business, inbound marketing has become a commodity. A lot of folks are doing inbound marketing—there’s more every day—but very few are creating content that people actually care about. For us, remarkable content is the purple cow.
What’s more, the content we create has to be purple; we can’t make it purple if it isn’t. We can’t slap a few coats of purple paint on a brown cow and change its essential nature—it will still be a brown cow someone foolishly tried to paint purple, looking ridiculous and ugly.
We’re facing information overload right now. It’s harder than ever to break through the noise! We’re deluged with content from the Internet and our email inboxes and there are so many content sources from which to choose. Still, there’s content out there that we really care about and want to read. It could be that article we found on BuzzFeed, or something we found on Pinterest, our Facebook newsfeed or some trade journal.