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Seth Godin
If, on the other hand, your goals are growth and impact
and building an ever-larger and sustained business, it’s
hard to imagine how this strategy scales. If Stew opens a
store in Houston, Texas (an area well-served by big supermarkets
and where virtually no one has heard of Stew’s
Purple Cow), he’s just not going to do very well. And if
Stew’s business was as subject to the vagaries of fashion as
yours is, he’d have more to worry about as well.
The Purple Cow is just part of the product life cycle.
You can’t live it all the time (too risky, too expensive, too
tiring), but when you need to grow or need to introduce
something new, it’s your best shot.
Next time you go to Stew’s, say hi for me. You’ll find me
and my friends at Brother’s, the fast-growing, very profitable,
and quite remarkable vegetable market around the
corner.
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