The idea is that if everyone wants to talk about your idea, if they talk about your idea,

if they talk about your idea, if they spread the word, then you get past all the spam

filters. A purple cow is purple because it's remarkable, worth talking about. Worth making a remark about.

Average product are not remarkable.

But at the edges, remarkable products people choose to talk about it.

So when they choose to talk about it, they're telling each other.

And the word spreads.

And what the internet is, is radio for ideas the same way

that music would have been dead without FM radio without DJs playing the Beatles

the Beatles would be no one ideas are now supercharged by the internet now an idea can show up in one corner of the internet and the next thing you know it's

everywhere.

Five years ago, BMW on each car they sold spent about that much money on advertising.

To the same scale, that's how much money Lincoln Mercury spent. Because Lincoln Mercury, making average cars for average people,

and BMW, puts the marketing money, the advertising money,

into the car itself.

That the act of making the BMW is the act of marketing the BMW.

Basically what I'm talking about here is this

thought that what people in the fashion industry do, Tommy Hilfiger, Georgia, Armani, what

they do is they take something that's already good enough and they change it just enough

that people want to talk about it.

That's fashion.

Fashion isn't giving me an article of clothing that I need.

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