Top Highlights

• CREATE REMARKABLE PRODUCTS THAT THE RIGHT PEOPLE SEEK OUT.
• The reason it’s so hard to follow the leader is this: The leader is the leader because he did something remarkable. And that remarkable thing is now taken—it’s no longer remarkable when you do it.
• Instead of trying to use your technology and expertise to make a better product for your users’ standard behavior, experiment with inviting the users to change their behavior to make the product work dramatically better.
• Then, within twenty minutes, we started ignoring the cows. The new cows were just like the old cows, and what once was amazing was now common. Worse than common. It was boring.
• The essence of the Purple Cow is that it must be remarkable. In fact, if “remarkable” started with a P, I could probably dispense with the cow subterfuge, but what can you do?