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Purple Cow
their destruction lie in their dependence on being in
the middle.
If someone in your organization is charged with
creating a new Purple Cow, leave them alone! Don’t use
internal reviews and usability testing to figure out if
the new product is as good as what you’ve got now.
Instead, pick the right maverick and get out of the way.
Case Study: Motorola and Nokia
Guess what Cell phones are now boring. Just about
everyone who needs a phone now has one. Most people
who want a phone have one, too. The companies that built
this revolution now have a problem: What next
What do they have to put into a phone to get people to
notice it Is it possible to make a remarkable phone anymore
What both companies have discovered is that smaller
phones no longer create excitement, so they needed
something new. Nokia just introduced a $21,000 cell
phone called Vertu – designed to be not just a phone but a
remarkable piece of jewelry as well. At the same time, both
companies are working on disposable phones that they
hope will be remarkably cheap.
In a totally different direction, both companies are
scrambling to market phones that send photographs. Of
course, both the sender and the recipient have to have the
right kind of phone, but that might be a good thing.
The sad truth, though, is that it may be quite a while
before the market generates the attention it did five years
ago. The Purple Cow has left the room, and there’s not a
lot the cell phone companies can do about it.
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