There is no tribe of normal says Seth Godin

People don’t coalesce into active and committed tribes around the status quo.

The only vibrant tribes in our communities are the ones closer the edges, or those trying to make change. The center is large, but it’s not connected.

If you’re trying to build a tribe, a community or a movement, and you want it to be safe and beyond reproach at the same time, you will fail.

Heretical thoughts, delivered in a way that capture the attention of the minority–that’s the path that works.

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Effective Interaction Designers Change Organisations

Jonathan Kahn is a web developer, user experience designer, and content strategist. He’s an advocate of user-centered design, web governance, and content strategy. He founded Together London in 2008. He’s also organizing the Content Strategy Forum 2011 in London.

My take on Jonathan’s presentation

Jonathan shares the frustration and key constraint of Read More

Purple Cow by Seth Godin

Notes from the book Purple Cow by Seth Godin

The old rule was this

Create safe, ordinary products and combine them with great marketing

The new rule is

Create remarkable products that the right people seek out.

You must design a product that is remarkable enough to attract the early adopters – but is flexible enough and attractive enough that those adopters will have an easy time spreading the idea to the rest of the curve.

Ideas that spread are more likely to succeed than those that don’t.

Sneezers are the key spreading agents of an ideavirus. The experts who tell all their colleagues.. perceived authority.

Seducing these sneezers is the essential step in creating an ideavirus.

Ideavirus so focussed that it overwhelms that small slice of the market.

After it dominates that original niche, it will migrate to the masses.

They’re open to hearing your story only if it’s truly remarkable; otherwise, you’re invisible.

Make a list of competitors who are not trying to be everything to everyone. Pick and understand one niche.

Not standing out is the same as being invisible.

The only way to be remarkable is to do attract criticism. (polarise your market).

We often respond to aversion to criticism by hiding, avoiding the negative feedback, and thus (ironically) guaranteeing that we don’t succeed!

Boring always leads to failure

If you measure it, it will improve.

The Japanese have invented some truly useful words. One of them is otaku. Otaku describes something that’s more than a hobby but a little less than an obsession. Otaku is the overwhelming desire that gets someone to drive across town to try a anew ramen-noodle shop that got a great review.

Consumers with otake are the sneezers you seek. They’re the ones who will take the time to learn about your product, take the risk to try your product, and take their friends time to tell them about it. The task of the remarkable marketer is to identify these markets and focus on them to the exclusion of lesser markets – regardless of relative size.

This is marketing done right. Marketing where the marketer changes the product, not the ads.

Find the market niche first, and then make the remarkable product.

A slogan that accurately conveys the essence of your Purple Cow is a script. A script for the sneezer to use when she talks with her friends. The slogan reminds the user, ‘here’s why it’s worth recommending us’; here’s why you friends and colleagues will be glad you told them about us’.

Marketing is not something done ‘to’ a product. The marketing ‘is’ the product.

A camel is a horse designed by a committee.

Compromise can only diminshes your changes of success

Compromise is about sanding down the rough edges to gain buy-in from other constituences. Vanilla is a compromise ice cream flavor, while habanero pecan is not.

The real growth comes with products that annoy, offend, don’t appeal, are too expensive, too cheap, too heavy, too complicated, too simple – too something. (’too’ for some people, but just perfect for others).

Boostrapping entrepreneurs often upend existing industries because the dominant players in an industry are the last places you’ll find empowered mavericks.

Don’t use internal reviews and usability testing.. pick the right maverick and get out of the way.

Marketing (as it has generally been) was really better called ‘advertising’. Marketing is the act of investing the product. Designing, crafting, pricing, selling.

If a company is failing, it is the fault of the most senior management, and the problem is probably this: They’re running a company, not marketing a product.

Outrageous is not always remarkable. The outrageousness needs to have a purpose, and it needs to be built into the product.

[widget id=”ad-continue-marketing”]ad-continue-marketing[/widget]What makes it remarkable. If everyone liked it, it would be boring.

You’re probably guilty of being too shy,not too outrageous. Try being outrages, just for the sake of being annoying. It’s good practice. don’t do it too much because it doesn’t usually work. But it’s a good way to learn what it feels like to be at the edge.

Think of the smallest conceivable market, and describe a product that overwhelms it with its remarkability.

Permission Marketing | Seth Godin

There are four tests for the permission marketer that Godin lays out in his book. Think about these as part of your prospect insight research.

Test 1

Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite them to ?raise their hands? and start communicating?

Test 2

Do you have a permission database? Do you track the number of potential clients who?ve given you permission to communicate with them?

Test 3

If consumers gave you permission to communicate with them, would you have something to say? Have you developed a marketing curriculum to teach people about your products?

Test 4

Once people become customers, do you work to deepen your permission to communicate with those people? Do you have a marketing funnel that encourages clients to invest at higher levels into your business services?

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