If it’s not “remarkable” it’s just very good

Ideas, products, services, or causes that are remarkable are much more likely to spread than those that aren’t. Yet so many companies and organizations still market and provide average products for average people. Why? I think it’s because they think the opposite of remarkable is bad or mediocre or poorly done. Thus, if they make something very good, they confuse it with being virus-worthy. Yet this is not a discussion about quality at all.

If you travel on a train and everything goes right, you don’t tell anyone. That’s what’s supposed to happen. What makes it remarkable is if it’s horrible beyond belief OR if the service is so unexpected (they were forty-five minutes early! They comped my ticket because I was handsome! They served awesome breakfast in first class!) that you need to share it.

Good luck with that very good product, service or cause. The competition is just as good (or better) than, so the only competitive instrument available to you is to be remarkable, not merely very good.