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Purple Cow, Make list of competitors who are not trying to be everything…
Purple Cow
Old Marketing is Dead
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Too much Choices, less Time
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Marketing is the act of:
inventing the product
effort of designing it
craft of producing it
art of pricing it
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Diffussion of Innovation 
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Make list of competitors who are not trying to be everything to everyone.
Are they outperforming You?
If you Could pick one underserved niche to target ( and to dominate), what would it be?
Why not launch a product to compete with your own - a product that does nothing buat appeal to this market?
Instead of trying to use your technology & expertise to make a better product for you user's standard behavior, experiment with inviting the users to change their behavior to make a product work dramatically better
The Purple Cow is just part of the product life cycle.
You cant live it all the time (too risky, too expensive, too tiring), but when you need to grow or produce some thing new, its your best shot