Remarkable

I read a great Seth Godin piece once that spoke about the need for products and services to stand out, to literally be remarkable.  That is, provoke people to say something about it.

As we look at all the marketing knobs from our top level goals down the creative and copy used in campaigns, it sure helps when what you are talking about is remarkable.

From a startup perspective, this is so critical.  Sure, you can always slap some lipstick on the pig.  What is much harder yet has much more impact is to look seriously at your product or service, the business needs, the user needs, and technology or real-world opportunities and limitations and truly improve it.

And, differentiate it in a meaningful way.

When your product is truly remarkable, it will speak for itself.