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Monday, June 14, 2021

YOU CAN’T OUT – AMAZON AMAZON Purple Cow Seth Godin

 

YOU CAN’T OUT – AMAZON AMAZON

No one will argue with you if you claim that Wal-Mart is the biggest, most profitable, scariest retailer on earth. So, when Wal-Mart was frantically trying to catch up with Amazon.com, what did they have plastered on a banner in their offices?

 

YOU CAN’T OUT – AMAZON AMAZON”

It is a great insight. Even this mighty retailer realized that just copying Amazon’s strengths wouldn’t be sufficient. Once someone stakes out a limit, you’re foolish to attempt a pale imitation. The democrats will never be able to out – Republican the Republicans. Reebok can’t try to out – Nike Nike and JetBlue didn’t try to out – American American.

You have to go where the competition is not. The farther, the better.

Purple Cow

Seth Godin

 

The indication is, you have to be one up on Amazon in everything, everywhere to make a splash, a mark.

It is akin to what Novak Dojokovic described after beating Rafael Nadal in one of the most exclusive semifinals in the  French Open at Roland Garros, Paris, on 12th June 2021

3-6, 6-3, 7-6, 6-2

 

“You have to climb Mt.Everest to win against this guy”

It is reported the 90 minute third set is reserved for eternity where two of the sports’ greatest pushed each other to their limits.

The Serb’s victory is special because it was on a surface where the Spaniard – 13 time French Open winner   had seldom been challenged.

 

EXTRACTS FROM ‘PURPLE COW’ Transform Your Business by Being Remarkable Seth Godin

 

EXTRACTS FROM ‘PURPLE COW’

Transform Your Business by Being Remarkable

Seth Godin

The author and his family were driving through France. They were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway. For dozens of kilometers they gazed out the window, marveling about how beautiful everything was. Then, within twenty minutes, they started ignoring the cows. The new cows were just like the old cows. What was amazing became common, worse than common and boring. The author perceives a Purple Cow if found grazing would be interesting for a while. He writes, the essence of the Purple Cow is that it must be Remarakable.

If you are remarkable, it is likely that some people won’t like you. That’s part of the definition of remarkable. Nobody gets unanimous praise - ever.  The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out.

Where did you learn how to fail? You probably might have learned it in the first class. That’s when you started figuring out that the safe thing to do was to fit in.

We’ve been raised with a false belief. We mistakenly believe that criticism leads to failure. From the time we get to school, we’re taught that being noticed is almost always bad. It gets us sent the principal’s office, not to Harvard.

Some restaurants in New York are just plain dull in comparison with few amazing restaurants there. Why? Simple. After spending all that money and all that time opening a restaurant, the entrepreneur is in no mood to take yet another risk. A restaurant that’s boring won’t attract much criticism.

The problem with people who would avoid a remarkable career is that they never end up as the leader. They decide to work for a big company, intentionally functioning as an anonymous drone, staying way back to avoid risk and criticism.

However Safe is risky. Be exceptional.

Remarkable people are often recruited from jobs they love to jobs they love even more.

When Herman Miller introduced the $750 Aeron chair in 1994, it was a radical risk. But everyone who saw it wanted to sit in it., and everyone who sat in it wanted to talk about it. Sitting in the Aeron chair sent a message about what you did and who you were.

Mass marketing demands mass products. And mass products beg for mass marketing.

Ideas that spread, win. A brand (or a new product offering) is nothing more than an idea. Ideas that spread are more likely to succeed than those that don’t. The author calls ideas that spread, ideaviruses. Sneezers are the key spreading agents of an ideavirus. Sneezers launch and maintain ideaviruses. They are the experts who tell all their colleagues or friends or admirers about a new product or service on which they are a perceived authority.

You can no longer reach everyone at once. And if you don’t grab the attention and enthusiasm of the sneezers, your product withers.

Remarkable is the way you answer the phone, launch a new brand or price a revision to the software.

Brad Anderson, CEO of Best Buy says, “Instead of selling what we wanted to sell we sold what people wanted us to sell, and then figured out how to make money doing it. Every time we talked to our customers, they wanted us to follow the path that turned out to be the hardest possible path we could follow. And every time, that path was the right path.”

When a store is in the initial stages, if someone asks for a product, someone would walk him over. After a while what happens is nobody walks you over. Someone would point in a vague direction and say, “Over there.” It would mean a lost business opportunity.

The grocery business is pretty special in that once you stake out a location, you can profit from it for a very long time. There’s also not much chance that grocery stores are going to go out of style, so your ride on top is pretty long indeed.

“Marketing is too important to be left to the marketing department” David Packard

 

Sunday, June 6, 2021

The Plague Albert Camus and Covid 19

 

The Plague

Albert Camus

and

Covid 19

 

The Plague is a novel about a plague epidemic in the large Algerian city of Oran. In April, thousands of rats stagger into the open and die. When a mild hysteria grips the population, the newspapers begin clamoring for action. The authorities finally arrange for the daily collection and cremation of the rats. Soon thereafter, M. Michel, the concierge for the building where Dr. Rieux works, dies after falling ill with a strange fever. When a cluster of similar cases appears, Dr. Rieux's colleague, Castel, becomes certain that the illness is the bubonic plague. He and Dr. Rieux are forced to confront the indifference and denial of the authorities and other doctors in their attempts to urge quick, decisive action. Only after it becomes impossible to deny that a serious epidemic is ravaging Oran, do the authorities enact strict sanitation measures, placing the whole city under quarantine.

Dr. Rieux's mother comes to stay with him while his wife is away. Meanwhile, Dr. Rieux contacts Mercier, the man in charge of pest control, to suggest that sanitation measures be taken. The public begins to feel uneasy when the flood of dying rats continues to increase. The newspapers clamor for the city government to address the problem. In response, the city arranges for the daily collection and cremation of the corpses. Just as a mild hysteria begins to grip the public, the phenomenon abruptly disappears.

The same day, Dr. Rieux meets Father Paneloux, a Jesuit priest, escorting a feverish, weakened M. Michel to his home. M. Michel's neck, armpits, and groin are swelling painfully. Dr. Rieux promises to visit him later in the afternoon. Meanwhile, he receives a telephone call from a former patient, Joseph Grand, regarding an accident suffered by his neighbor, Cottard. Upon his arrival, Dr. Rieux discovers that Cottard has tried to hang himself. Cottard becomes agitated when Dr. Rieux states that he will have to submit a report about the incident to the police. Dr. Rieux visits M. Michel to find his condition worsening. M. Michel dies in an ambulance en route to the hospital.

Other victims succumb to the same illness in the days that follow. The narrator introduces the reader to Jean Tarrou, the author of the written documents mentioned earlier. Tarrou, a vacationer in Oran, keeps notebooks containing detailed reports of his observations about daily life in Oran. He records conversations regarding the appearance of the mysterious illness in the wake of the dying rats. An old man periodically comes out onto a balcony opposite Tarrou's hotel room to spit on the cats sunning themselves below. When the plague of dead rats entices the cats away, the little old man seems greatly disappointed. Tarrou writes about a family of four with a disagreeable, strict father, M. Othon, who dines every day at the hotel. The hotel manager, dismayed at the dead rats in his three-star hotel, takes no comfort in Tarrou's assurance that everyone is in the same boat. The manager snootily explains that he is bothered precisely because his hotel is now like everyone else. One of the chambermaids becomes sick with the strange illness, but the manager assures Tarrou that it probably isn't contagious. In the midst of these vignettes of daily life in Oran, Tarrou ponders philosophical matters such as how not to waste one's time.

The public reacts to their sudden imprisonment with intense longing for absent loved ones. They indulge in selfish personal distress, convinced that their pain is unique in comparison to common suffering. After the term of exile lasts several months, many of Oran's citizens lose their selfish obsession with personal suffering. They come to recognize the plague as a collective disaster that is everyone's concern. They confront their social responsibility and join the anti-plague efforts.

Camus writes,” A pestilence isn't a thing made to man's measure; therefore we tell ourselves that pestilence is a mere bogy of the mind, a bad dream that will pass away. But it doesn't always pass away and, from one bad dream to another, it is men who pass away, and the humanists first of all, because they haven't taken their precautions. Our townsfolk were not more to blame than others; they forgot to be modest, that was all, and thought that everything still was possible for them; which presupposed that pestilences were impossible. They went on doing business, arranged for journeys, and formed views. How should they have given a thought to anything like plague, which rules out any future, cancels journeys, silences the exchange of views. They fancied themselves free, and no one will ever be free so long as there are pestilences.”

“But once the town gates were shut, every one of us realized that all, the narrator included, were, so to speak, in the same boat, and each would have to adapt himself to the new conditions of life. Thus, for example, a feeling normally as individual as the ache of separation from those one loves suddenly became a feeling in which all shared alike and, together with fear, the greatest affliction of the long period of exile that lay ahead. One of the most striking consequences of the closing of the gates was, in fact, this sudden deprivation befalling people who were completely unprepared for it.”

“And in the warm darkness of the summer nights the cars could be heard clanking on their way, laden with flowers and corpses.”

When the epidemic ends, the public quickly returns to its old routine. But the battle against the plague is never over because the bacillus microbe can lie dormant for years. The Plague is the chronicle of the scene of human suffering that all too many people are willing to forget.

The most meaningful action within the context of Camus' philosophy is to choose to fight death and suffering. In the early days of the epidemic, the citizens of Oran are indifferent to one another's suffering because each person is selfishly convinced that his or her pain is unique compared to "common" suffering.

The Plague is a transparent allegory of the Nazi occupation of France beginning in spring 1940. The sanitary teams reflect Camus' experiences in, and admiration for, the resistance against the “brown plague” of fascism.

The narrative is entirely sourced from multiple references in the Internet.

Covid 19 has unleashed endless restrictions and Lockdowns that radically constrict our life.

We are at once ravaged by the Pandemic and the enforcers, a minority of whom, in the garb of protecting lives, revel in exhibitionism of the ultimate in superciliousness conjoined with an annihilating power and invective expressions.

We can only hope and pray that Covid 19 signs off from the surface of the earth just as it had burst out unsolicited shattering our sedentary lives quite similar to the dousing of the Plague in Oran as evinced  in ‘the gripping yet explosive narrative  by Albert Camus.