Purple Cow

Seth Godin
Targeting this niche seems obvious, but the ability to be
radically different has also made them profitable and fastgrowing.
Safe, it seems, is risky.
The Bloomberg, as it’s known, should have been
replaced by the Internet, yet this customized computer is
on the desk of just about every important player on Wall
Street. After all, the Net has access to huge amounts of
information, it’s relatively easy to use, there are multiple
sources for it, and it’s largely free. The Bloomberg, on the
other hand, is very expensive (more than a $1,000 a
month) and very tricky to use. And that’s why traders and
other investors insist on it. They’ve gone through the pain
of learning how to use it, and they’re not prepared to give
up that expertise.
Why does Ted Leonsis, billionaire owner of the
Washington Wizards, stay at the Four Seasons in
Manhattan? I mean, he could stay anywhere he wants to. As
best as I can tell, he stays there because the entire staff at the
café knows how to bring him his iced tea. In a tall thin glass,
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