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May 4, 2004
'Soft' Innovation = Free Prize
Posted by Renee Hopkins Callahan
Yes, I had noticed that Seth Godin has a new book out called Free Prize Inside, which he says is a "practical hands-on vision of where, when, and how to find a Purple Cow." However, I had not, until now, noticed that when Seth says "free prize" he is talking about innovation.
As per Seth's own condensed version of Free Prize Inside, the two ways companies grow are through big ads and big innovation. He posits a third method of growth -- soft innovation -- "the clever, insightful, useful small ideas that just about anyone in an organization can think up...that make your product into a Purple Cow." Seth calls this kind of innovation a "free prize" because "the revenue associated with it is far greater than the cost of implementing it."
If this interests you, the excellent Brand Autopsy blog has been running a discussion on it. I found out about the discussion because they thoughtfully posted a link to IdeaFlow as part of the comments to a post on how Seth Godin gets his ideas.
Disclaimer: I haven't yet read Free Prize Inside. Just passing the word along.
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Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is 
