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Slogans used to be important because you could put them in TV commercials and get your message across in just a few seconds. Today, that same conciseness is important but for a different reason. A slogan that accurately conveys the essence of your Purple Cow is a script. A script for the sneezer to use when she talks with her friends. The slogan reminds the user, "Here's why it's worth recommending us; here's why your friends and colleagues will be glad you told them about us." And best of all, the script guarantees that the word of mouth is passed on properly - that the prospect is coming to you for the right reason.

Remember, it's not about being weird. It's about being irresistible to a tiny group of easily reached sneezers with otaku. Irresistible isn't the same as ridiculous. Irresistible (for the right niche) is just remarkable.

But it's the sneezers we care about, and we can leverage the fact that if we respect them, they'll listen. The four steps, then, are these: Get permission from people you impressed the first time. Not permission to spam them or sell them leftovers or squeeze extra margins from them. Permission to alert them the next time you might have another Cow. Work with the sneezers in that audience to make it easier for them to help your idea cross the chasm. Give them the tools (and the story) they'll need to sell your idea to a wider audience. Once you've crossed the line from remarkable to profitable business, let a different team milk it. Productize your services, servicize your products, let a thousand variations bloom. But don't believe your own press releases. This is the inevitable downward slide to commodity. Milk it for all it's worth, and fast. Reinvest. Do it again. With a vengeance. Launch another Purple Cow (to the same audience). Fail and fail and fail again. Assume that what was remarkable last time won't be remarkable this time.