Stop worrying about running your company, and start marketing your products, Godin tells us. By spending less time doing administrative management and accounting, we can devote more energy to marketing and selling.
Godin thinks we should learn skills that will help us in our businesses -
- Take a design course.
- Enroll in a marketing course.
- Spend time in your company's production facility.
If Godin were writing about the software development industry, he would be urging us to make a list of competitors who offer remarkable software. Find out how they made it happen, and do something similar. Don't create a me-too product. But use the same process that your competitors used, and create a remarkable software application.
There's a difference between outrageous and remarkable, Godin believes. Most marketers - certainly this is true of software marketers - suffer from being too shy, and not from being too outrageous. Remember that the goal is to produce remarkable (i.e., purple cow) products and services, and not outrageous ones.