This Is Marketing: You Cant Be Seen Until You Learn to See

Transform your project by being remarkable
It’s almost impossible to spread your word directly. Too expensive, too
slow. To find individuals, interrupt them, and enroll them, one by one . . .
it’s a daunting task.
The alternative is to intentionally create a product or service that people
decide is worth talking about.
I call this a Purple Cow.

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It’s worth noting that whether something is remarkable isn’t up to you,
the creator. You can do your best, but the final decision is up to your user,
not you.
If they remark on it, then it’s remarkable.
If they remark on it, the word spreads.
If the conversations move your mission forward, then others will engage
with your idea and the process continues.
Easier said than done.
You must do it with intent, building it deep into the product or service.
That means that effective marketers are also in charge of the experience
that the customers have.
Offensive/juvenile/urgent/selfish is not the same thing as purple
Too often, impatient marketers resort to stunts. Stunts come from a place of
selfishness.
You do people a service when you make better things and make it easy to
talk about them. The best reason someone talks about you is because
they’re actually talking about themselves: “Look at how good my taste is.”
Or perhaps, “Look at how good I am at spotting important ideas.”
On the other hand, if we’re going to criticize you, censure you, talk about
how you’ve crossed a line, we’re doing that to send a signal to our friends
and neighbors. That you’re to be shunned, that you’re making things worse.
We’re not impressed by how much money you spent, what lines you
crossed, or how important the work is to you.
No, we spread the word when it benefits us, our taste, our standing, our
desire for novelty and change.