- Start by making a simple consumer wish list. Are there any gaps you could fill between what people want and what they’re getting today?
- Think about the current leader in your market – if you could change just one think about it in order to make it more remarkable, what would that be?
- Infectious products are a) easy to try and buy, b) easy to recommend, c) for a defined community, and d) part of a trend (rather than a fad). How would you tweak what you currently sell to make it more infectious?
- Focus on the two key groups who will drive your sales – highly profitable buyers, and opinion leading buyers. What would you have to do to make what you sell remarkable to them?
- Make a list of competitors who not trying to be all things to all people, can you find another underserved niche to target?
- Think about what the market leader is doing, then focus on doing the opposite.
- Imagine you gave your innovation brief to a world class designer, what would they do different?
- Make two lists, one of the top reasons to recommend products in your market and the other of top reasons not to recommend. Can you spot any opportunities?
- The opposite of remarkable is very good (because very good is bland), what would you do to turn a very good product into a truly remarkable product?
- Packaging can make a product, and remarkable packaging can make a product remarkable. Think about remarkable packing – what can you do to make packaging remarkable?
- If you were going to make a parody or spoof of your product, what would it look like? This will give you a clue to what could be remarkable about your product.
- Imagine you are making a highly exclusive limited edition of your product for your 20 best customers – what would that be?
- What would you do if you wanted to make a collectable version of your product?
- Forget demographics for a minute – list the big social networks and communities in your market (associations, clubs, employers, institutions). Could you make a special edition of your product for one of these networks or communities?
- Remember that convenience is king – what could you do to make buying, using, consuming, or disposing easier?
- Take another look at the top ‘reasons to recommend’ in your market; these are what make products remarkable. What could you do to own one of these reasons to recommend?
- Your business card is your product in print – and is a big part of what you sell, what could you change about business card to make it more remarkable
- Imagine you’ve woken up as a maverick, with no respect for the company way of doing things today – what the first thing you’d change about your product?
- List all the customer suggestions and customer complaints you’ve heard, what could you do to address them?
- Think about products in your market with remarkable design – what would you do to make the design of your product worth talking about?
- Who currently makes the most remarkable products in your industry? What would they do if they were in your shoes to make your product more remarkable?
- Imagine you are your most loyal customer advocate – what could you do to make them rave even more about your product
- List the things that people find remarkable about products in your target market. If you wanted to own what is remarkable, what would you have to do?
- Remarkable products are often controversial and outrageous – what would a really controversial or outrageous version of your product look like?
- Try brainstorming with no marketing terms or jargon – it gets in the way of clear thinking about making remarkable products.
- Think of ways you could build a competitor to your own product with costs 30% lower? If you could, why don’t you?
- Imagine your product is a person, and you have to write a job reference for them – what’s worth recommending and what isn’t?
- Sticking with the ‘imagine your product is a person’ theme, what advice would you give them to help them get a job?
- Explore limits – what would you do to make yourself the cheapest, most expensive, the biggest, the smallest, the fastest, the slowest, the newest, the oldest
- Finally, imagine you are someone who loves taking risks – what’s the one really risky thing you would do to make your product better?
http://brandgenetics.com/purple-cow-speed-summary/