Thummer as Purple Cow

I recently had the founder of a music technology company tell me that he wanted to hire me to evangelize his company's music technology products, because I “must be an incredible evangelist to have gotten such amazing national press for the Thummer” (e.g., the Wall Street Journal story and a forthcoming story by CBS News Sunday Morning).

He missed the point completely. The Thummer is getting remarkable press because the Thummer is remarkable – literally “worthy of remark.” The Thummer is, in Seth Godin’s memorable phrase, a Purple Cow.

Here’s the essence of Godin’s Purple Cow Theory, drawn from the above-linked article:
When was the last time you noticed a cow? Saw a cow on the side of the road, pulled over and gawked… Not likely. Cows, after you've seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring.

A purple cow, though: Now, that would really stand out. The essence of the Purple Cow — the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows — is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to.

Boring stuff quickly becomes invisible. The world is full of boring stuff — brown cows — which is why so few people pay attention. Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible — no matter how much you spend on well-crafted advertising.
Overhauling the product with dramatic improvements in things that the right customers care about can have an enormous payoff.

If being a Purple Cow is such an effective way to break through the clutter, why doesn't everyone do it? Because people are so afraid. "Playing it safe" and "following the rules" seem like the best ways to avoid failure. Alas, that pattern is awfully dangerous. In a crowded marketplace, fitting in is failing; not standing out is the same as being invisible. The more intransigent your market, the more crowded the marketplace, the busier your customers, the more you need a Purple Cow. Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable.

The Thummer is not just remarkable, it’s remarkable in four different ways – (1) its unparalleled expressive power, (2) its unprecedented ease of learning, (3) its revolutionary Dynamic Tonality, and (4) its shockingly low price (compared to other button-field controllers like the Tenori-On and Monome, which don’t even come close to the Thummer on any of the first three points).

These are exactly the benefits needed to disrupt the music products industry.

As Bill Gates once famously said, “to create a new standard, it takes something that's not just a little bit different. It takes something that's really new and really captures peoples' imagination.”

It takes a Purple Cow – a purple cow like the Thummer.

Delayed Binding

As a every computer programmer knows, “early binding” associates a two entities at compile time, whereas “late binding” associates two entities at run time. Late binding usually requires the identification of a new, higher-level abstraction, at which level all possible bindings look “the same,” allowing them to be delayed. Generally speaking, early binding is limiting, whereas late binding is liberating.

Here are two products which liberate consumers through delayed binding: the kapoosh Universal Knife Block and the Gator-Grip Universal Socket.

Knife Blocks
The traditional wooden knife block contains a set of slots that match the width, thickness, and length of the knives that come with it. The number and dimensions if a given knife block’s slots are “statically bound” to the number and dimensions of a given knife set at the time of manufacture.

The kapoosh Universal Knife Block abstracts the notion of “knife slot” by replacing the knife-block’s slotted wooden body with a tightly-packed matrix of flexible plastic rods. Knives of any width or thickness (within wide limits) can be inserted into the rod-matrix, with the rods shifting aside to make room. The kapoosh’s knife-slots are “dynamically bound” to match the dimensions of a given knife at the moment of its insertion into the rod-matrix.

Delaying the binding time from time of manufacture to time of use is what makes the kapoosh “universal” and therefore valuable to the consumer.

The kapoosh scores highly on Rogers’ diffusion-rate factors (power, simplicity, compatibility, observability, & trialability), so awareness of the kapoosh should diffuse rapidly.

The kapoosh is

• Simple: “Learned” instantly, its use is easier than other knife blocks because you don’t have to think about which knife goes in which slot.
• Cheap: At $29.99, it’s cheaper than traditional wooden knife blocks.
• Powerful: It is compatible with all kitchen knives, from all manufacturers, so it is more “powerful” than traditional wooden knife blocks.
• Unique: Its key innovation – its core of long flexible plastic rods – is patented.

Brand-name knife sets bundled with the kapoosh knife block are now starting to appear, which suggests that the kapoosh can disrupt the market for knife & block bundles in addition to the market for stand-alone knife blocks.

Because the kapoosh is highly disruptive and can diffuse rapidly, it is very likely to disrupt the market for wooden knife blocks.

Key Point: The fundamental innovation of the kapoosh is an abstraction of the notion of “knife slot” to a level which allows binding of knife & slot at the time of use rather than at the time of manufacture, liberating the consumer from having to care about matching knives & slots. The consumer value and disruptive potential of the kapoosh is the direct result of delayed binding.

Socket Sets
Most mechanics’ tool kits include a ratcheted socket wrench and a socket set which contains a large number of sockets. The internal cavity in a given socket perfectly encloses a hexagonal nut of a given standard size, making it easy to turn with the socket wrench. Standards vary (inevitably), so one usually needs a set of metric-sized sockets and another set of Imperial/American-sized sockets. Each socket’s internal cavity is “statically bound” to a particular standard nut size at the time of manufacture.

The Gator Grip Universal Socket abstracts the notion of “socket cavity” by replacing all of the sockets with a single socket filled with pins. Placed over a hex nut of any size, the nut pushes many of the pins back, forming a tight-fitting “socket cavity” that grips the nut. The Gator-Grip socket’s cavity is “dynamically bound” to match the dimensions of a given nut at the moment the socket’s pin-matrix is pressed down over the nut.

Delaying the binding time from time of manufacture to time of use is what makes the Gator-Grip socket “universal” and therefore valuable to the consumer.

The Gator-Grip scores highly on Rogers’ diffusion-rate factors (power, simplicity, compatibility, observability, & trialability), so awareness of the Gator-Grip should diffuse rapidly. Its manufacturers have not yet posted a YouTube video demonstrating how it works, which if available would improve its observability and hence its diffusion.

The Gator-Grip is

• Simple: One socket for all nuts, metric or inches – no thought required.
• Cheap: At $9.99, it’s cheaper than traditional socket sets.
• Powerful: One socket to rule them all...
• Unique: Its key innovation – the matrix of metal pins – is patented.

Online reviews suggest that the Gator-Grip is not quite as universal nor as easy to use as is claimed, so its relative advantage (power) is lower than that of the kapoosh, so it is less disruptive – but if these deficiencies can be addressed, it could become highly disruptive.

Key Point: The fundamental innovation of the Gator Grip is an abstraction of the notion of “socket cavity” to a level which allows binding of nut & cavity at the time of use rather than at the time of manufacture, liberating the consumer from having to care about matching nuts & sockets. The consumer value and disruptive potential of the Gator Grip is the direct result of delayed binding.

ThumLine Staff Notation
Like the kapoosh and Gator-Grip, Thumtronics’ new approach to displaying musical information delivers consumer value through the liberating effects of delayed binding.

In traditional staff notation, notes are “statically bound” to absolute pitches (frequencies). This “early binding” of notes to pitches makes on-the-fly transposition so difficult that it is the mark of a trained and seasoned professional.

ThumLine notation abstracts the notion of a “note” to a higher level by denoting “intervals relative to the tonic” rather than pitches. A song notated in ThumLine can be transposed to another key simply by changing the pitch associated with the tonic. ThumLine’s notes are “dynamically bound” to match specific pitches at the moment the tonic pitch is specified – at the time of composition, the time of publication, the time of rehearsal, or even the time of performance.

Delaying the binding time from time of manufacture (publication) to time of use is what makes ThumLine notation “universal” and therefore valuable to the consumer.

Key Point: The fundamental innovation of ThumLine is an abstraction of the notion of “note” to a level which allows binding of note & pitch at the time of use rather than at the time of manufacture (publication), liberating the consumer from having to care about transposition. The consumer value and disruptive potential of ThumLine is the direct result of delayed binding.

Conclusion
Those products which implement abstractions that liberate consumers through delayed binding are likely to be favored by the market.

I have not previously seen any discussion of the relationship between abstraction, delayed binding, and the creation of consumer value and disruptive potential. If you have, I would appreciate your bringing it to my attention.