Booknotes: Purple Cow pp. 12-26

Consumer needs have been met and increasingly so have their wants. The
TV-industrial complex manufactures new wants and then feeds the
demand. But it’s not working anymore. Marketing is failing because
consumers are glutted with options, have usually picked a favorite
brand years ago, and are less likely to tell their friends about it.
Successful companies are outliers. You can’t analyze what a leading
company is doing right and then emulate them because what makes them
successful is their uniqueness. When you do it it is no longer unique.

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