Purple Cow , the book by Seth Godin , which talks of doing something remarkable to stand out of the clutter , to me , has the following key lesson.

1. In the age when consumers have too much of choices and too less of time , creating a purple cow and framing a compelling story around it is the key to stand out and be remarkable.
2. Once the story is ready provided the product is equally good , the job of the modern day marketer is to take the purple cow to the innovators and early adopters. They would then like it , sneeze and spread the idea virus to the early and late majority in the idea diffusion curve.
3. This would enable the product or idea to tip.

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