The Hidden Danger That Makes Success Your Enemy

Subject: Purple Cow - Your Next Breakthrough is Already Overdue

Why Yesterday's Innovation Won't Save Tomorrow's Business

Hi Reader,

💡 Today's Niblit: Seth Godin argues in Purple Cow that remarkable products don't stay remarkable forever. They must be constantly replaced with new Purple Cows. Companies that win long-term don't just innovate once; they build innovation into their DNA.

🔑 Key Insight: A Purple Cow has a limited lifespan, because once people get used to the purple cow, it’s no longer unique. So smart companies launch their next remarkable product before their current one loses steam. It's not about updating an old product, it's about creating entirely fresh experiences that capture attention again.

Think back to when you were at a fireworks display. Each burst lights up the sky magnificently, but then fades to black. You aren't going to be impressed by the same explosion happening over and over, are you? You want the next explosion to be a new, different, and spectacular burst. Companies that understand this keep launching new "fireworks" while their competitors are still trying to milk applause from last year's show.

This approach separates temporary winners from enduring champions. While most businesses ride one success until it dies, remarkable companies are already working on their next breakthrough, ensuring they never become invisible in the marketplace.

🦉 Nibble of Wisdom: "Instead of investing in marketing, invest in innovation." (Chapter 12)

🛠️ Practical Tip: Create an "innovation pipeline" where you're always developing your next Purple Cow while your current one is still performing well.

🚀 Quick Action: Right now, brainstorm three completely different ways you could serve your customers that would make your current offering look outdated. Don't edit yourself. Think of wild possibilities.

🔍 Further Exploration:

• Study how disruptive innovation typically emerges from unexpected angles
• Consider which aspects of your business model could be completely reimagined
• Look at how Apple consistently cannibalized its own products to stay ahead

🎬 Wrapup: Your customers are already getting bored with what once amazed them. The question isn't whether you need a new Purple Cow — it's whether you'll create it before your competitors do.

🔗 Links:

• Check out Purple Cow by Seth Godin on Amazon
• ​Purple Cow on Kindle​
• ​Purple Cow Audiobook​
• Read Purple Cow for FREE​

Always building the next thing,

Tom "dreaming in purple" Bernthal

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