uiscZ

Purple Cow
First, it makes it far easier to attract the left side of the curve.
And second, it makes it easier for these early adopters to persuasively
sell their peers on the rest of the curve.
Ideas That Spread, Win
A brand (or a new product offering) is nothing more than
an idea. Ideas that spread are more likely to succeed than those that don’t.
I call ideas that spread, ideaviruses.
Sneezers are the key spreading agents of an ideavirus.
These are the experts who tell all their colleagues or
friends or admirers about a new product or service on
which they are a perceived authority. Sneezers are the ones
who launch and maintain ideaviruses. Innovators or early
adopters may be the first to buy your product, but if
they’re not sneezers as well, they won’t spread your idea.
They’re selfish in their use of a new idea, or they don’t
have the credibility to spread it to others. Either way,
they’re a dead end when it comes to spreading an idea.
Every market has a few sneezers. They’re often the early
adopters, but not always. Finding and seducing these
sneezers is the essential step in creating an ideavirus.
So how do you create an idea that spreads Don’t try to
make a product for everybody, because that is a product
for nobody. The everybody products are all taken. The
sneezers in these huge markets have too many choices and
are too satisfied for it to be likely that you will capture
their interest.
The way you break through to the mainstream is to target
a niche instead of a huge market. With a niche, you can
segment off a chunk of the mainstream, and create an
ideavirus so focused that it overwhelms that small slice of
the market that really and truly will respond to what you
31