The document discusses the concept of a "purple cow", which is a product or service that stands out from the competition by being remarkable. A purple cow is something that customers will remark about and talk to others about, which allows word-of-mouth to help the product or service spread and sales to grow. The document advocates for creating remarkable products through creative thinking, rather than just extensive innovation or expensive marketing alone.

1. The vision on Brand and Product starts with asking yourself what is it
that you really want. What is your goal in a saturated market.
The answer would be a ʻpurple cowʼ.
Vision
A Purple cow is a product or service thatʼs remarkable. “Remarkable” simply means that
a customer is willing to make a remark about it. If you can create remarkable products,
people will talk about them. If that happens, the word will spread and your sales will
grow. This explains the success of most every fast-growing company of the last ten
years. Are you invisible? Or remarkable?
Source: Purple Cow by Seth Godin
Also remarkable;
A purple cow is often created by creative thinking, not (just) by extensive innovation
projects nor by expensive marketing campaigns.