Purple Cow
Purple Cow! Transform Your Business by Being ... - QuBranx.com
Purple Cow! Transform Your Business by Being ... - QuBranx.com
- No tags were found...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Seth Godin<br />
Cheating<br />
• JetBlue Airways is cheating. Their low-cost structure,<br />
underused airports, and young, non-union staff give<br />
them an unfair advantage.<br />
• Starbucks is cheating. The coffee bar phenomenon was<br />
invented by them, and now whenever we think coffee,<br />
we think Starbucks.<br />
• Vanguard is cheating. Their low-cost index funds make it<br />
impossible for a full-service broker to compete.<br />
• Amazon.com is cheating. Their free shipping and huge<br />
selection give them an unfair advantage over the<br />
neighborhood store.<br />
• Google is cheating. They learned from the mistakes of the<br />
first-generation portals and they don’t carry the baggage<br />
of their peers.<br />
• Wendy’s is cheating. Their flexibility allows them to introduce<br />
half a dozen salad-based entrees, capturing a<br />
big chunk of the adult market.<br />
• Ducati is cheating. Because they don’t have to make motorcycles<br />
for the entire market, they can specialize in highprofit,<br />
amazing bikes, which sell out every year.<br />
• HBO is cheating. Because they have to program original<br />
shows only one night a week, HBO can focus and<br />
invest and cream the networks.<br />
None of these companies are using the old-fashioned<br />
advertising-based techniques to win. To their entrenched<br />
(but nervous) competitors, these companies appear to be<br />
cheating because they’re not playing by the rules.<br />
Why aren’t you cheating?<br />
38