I’ve been a great fan of Seth Godin ever since I read ‘The Purple Cow’ early last year. I really liked the book and am re-reading it again
The book talks about how a product/idea needs to be remarkable to able to spread like fire and succeed. The books lays emphasis on how marketing should be a part of product design and not just a follow up process after product development.
Call it a co-incidence that while facebooking I stumbled upon a link that led me to ‘Easy Tiger Corp’.
[Disclaimer: The content below might hurt your senses]
Easy Tiger Corp seems to have taken a leaf from Godin’s purple cow by offering something remarkable(weird?). Easy Tiger Corp (ETC) makes pre-stained clothing that free people from the embarrassment of having soiled clothing by selling clothes that come already soiled and thus making it a personal decision to wear soiled clothing and not a source of embarrassment.
Sounds weird? You are not alone in thinking that. But I wouldn’t get into how good/bad the idea is but I’d like to point out the fact that irrespective of how good/bad it is, it makes people talk. The product by it’s sheer design has a lot of remark worthy points
1) ‘Pre-stained’ clothing : When everyone is selling you detergents to remove stains, here come’s a product with in built stains. Readers from India might recall Surf Excel’s ad ‘Daag Acche Hain‘ (Stains are good) with completely opposite stand towards stains then what’s taken normally
2) Sense of Humour: With a product like this, you need a lot of confidence and sense of humour to do business and looks like the ETC folks have got it all. A quick look at the story of how the idea happened on their about us page and the on your face FAQ page confirms the same.
3) Hate all/Love some: Pre-stained clothing is clearly not a mass market product. In fact it’s quite the opposite it’s a product that most people will hate but a selected few will/might love. Then again the chances that those who like the idea or product will on average talk to more people about it.
To get more attention ETC has launched two contests since their inception in July 2009 namely the ETC YouTube Ad contest and the super remarkable ‘World’s Dirtiest Underwear Competition‘
ETC has been getting some coverage in the blogosphere and it remains to be seen if Philip the guy behind the company would be able to leave his day job and jump into ‘Pre-Stained’ clothing full time. But what ever the case be, the point of this post is to share an example of a remarkable idea and product and how easy it really becomes to market them. Also, keep in mind being remarkable is quite different from being ridiculous.
Is your product/idea remarkable?