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Author (when available): Dick Taylor, CRMC/CDMC
Last weekend, Sue & I joined other members of our family as they went on the hunt for their Christmas tree. We had a sleigh load of fun, but I was stunned when we arrived at the Christmas Tree Farm to see a purple pine tree amongst all the green ones.
It certainly grabs your attention!
The Purple Cow
Seeing this purple pine tree immediately brought to mind, Seth Godin’s book “The Purple Cow.”
In the book, Godin argues that companies need to innovate and create unique products to stand out in a crowded marketplace. The book’s main points include:
- Traditional marketing is no longer effective
The traditional marketing cycle of buying ads, getting distribution, selling products, and buying more ads is no longer working.
- Create a remarkable product or service
To cut through the clutter, companies need to create products that are new, different, and exciting.
- Target people who will spread the word
Companies should focus on creating products that people will be likely to tell others about.
- Be “too something”
Products and services that are “too something” for some people, but just right for others, are more likely to grow.
DX’ing
Growing up, I loved to listen to as many different radio stations as my Grundig radio could receive.
DX’ing is the hobby of receiving and identifying distant radio or television signals, or making two-way radio contact with distant stations. The term “DX” is telegraphic shorthand for “distance” or “distant”.
Growing up in the 60s provided a young person a plethora of purple cow radio signals. Every turn of the tuning knob brought a new listening experience and that made listening to the radio a very exciting experience, and it was hard to turn the radio off at night to go to sleep for fear of missing something.
Fast-Forward to Today’s Radio
Sadly, today, finding that unique or special radio station is “Mission Impossible.”
We might blame it on automation, or syndication, or consolidation, or simply everyone following the same “Best Practices” playbook, but the result is a world of sameness in the radio broadcasting world.
If Everyone Was Exactly The Same The World Would Be A Boring Place
– Kerry Magro
General George S. Patton put it this way: “If everyone is thinking alike, then somebody isn’t thinking.”
I rest my case.
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