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Stop Being 'Normal': Why Your IT Product Should Become a 'Purple Cow' in the Kazakhstan Market

In today's oversaturated digital world, standard approaches no longer work. Find out why it is vital for your IT startup to be not just good, but "wonderful", and how the "Purple Cow" concept, proposed by one of the world's leading marketers, can help you stand out and win loyal customers in Kazakhstan.

The market of IT services and products in Kazakhstan is growing rapidly. New web studios, developers of AI solutions, and SaaS platforms are emerging. The competition is high. How to attract the attention of clients and investors in such conditions? Offer "quality services at an affordable price"? Unfortunately, this is often not enough today. The information noise is too strong, and consumers have developed immunity to standard advertising messages.

One of the most influential marketers of our time, Seth Godin, author of numerous bestsellers, offered a simple but powerful metaphor. Imagine that you are driving through a rural area and see cows. At first it's interesting, but soon all the cows become the same, and you stop noticing them. But what if a purple cow suddenly appears among them? You won't just notice her – you'll stop, take a picture, tell your friends.

Godin's idea is that nowadays your product or service should be that "Purple Cow" – something remarkable, that is, worthy of being talked about (to make a remark). Being just "good" or "normal" means being invisible.

Why are the traditional methods of "pushing" a product through advertising losing their power? Because consumers are tired of being intrusive. They are more likely to trust the recommendation of a friend or colleague than an advertising banner. What are people talking about? About something unusual, outstanding, solving their problem in a unique way – about "purple cows"

This concept can be applied to web development, to the creation of AI bots, and to any other IT products. Here are a few directions:

  • A unique value proposition: Not just "making websites," but, for example, "creating websites for medical clinics with a guarantee of compliance with the law on personal data and integration with DamuMed in X days." Not just "developing AI bots", but "creating AI assistants for HoReCa that increase the average receipt by Y% due to smart recommendations"
  • Innovative functionality: Offer a feature that competitors don't have and that solves the customer's real pain in an unusual way. Even a small but bright "feature" can make your product stand out.
  • Non-standard design or UX: If your web service or application is not only functional, but also causes a wow effect with its interface or convenience, people will talk about it.
  • Exceptional service: 24/7 support that really solves problems, a personal manager for each client, proactive assistance – this can also be your difference.
  • Narrow specialization: Instead of trying to do everything for everyone, become the best in a very specific niche. For example, "AI bots are only for flower delivery services in Almaty." This will allow you to better understand the needs of your customers and create the perfect solution.

It is important to understand that "purple cow" is not about shocking for the sake of shocking. It's about creating real, measurable, wonderful value for a specific group of people.

Another important thought of Godin is not to try to please everyone. Instead, identify your "minimum viable audience"–that group of people (your "tribe") who need your decision the most and are ready to accept your "purple cow." Focus on making these people happy. If you really help them, they will become your evangelists and tell others about you on their own.

For a startup in Kazakhstan, this may mean focusing on a specific industry, region, type of business, or a specific demographic group.

In a world where everyone is fighting for attention, the best way to win is to stop playing by the old rules. Don't be afraid to be different. Look for your "purple cow" – that unique value that will make your IT product or service not just another offer on the market, but something truly wonderful. This is what will allow you to stand out, build a loyal community and succeed in the dynamic market of Kazakhstan.

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