Anyone who attacks such [weak, incorrect] ideas must seem to be trifle self-confident and even aggressive. The man who makes his entry by leaning against an infirm door gets an unjustified reputation for violence. Something is to be attributed to be poor state of the door. – Galbraith

There is a one very popular marketing Guru known for this word. You could say he owns the word. His followers take the word as self-evident truth, no questions asked. Other Gurus who came in his footsteps have written books on marketing that use the word “remarkable” hundreds of times but never once use the word, “segmentation”.

The Guru favors simple stories and homilies, which he incessantly doles out in the form of blog posts and books. Through these stories he goads everyone to be remarkable, sometimes in a tone that borders on condescension.  He tells you to stop being perfect and start being remarkable.

Remarkable you say? What does that mean, Guru?

Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it? If not, then you’re average, and average is for losers.

And you know what happens to those who are average? The Guru later tells us,

If you are average you going straight to the bottom.

So if you are not remarkable, not doing remarkable things, not developing remarkable products  etc. you are going straight to the bottom.

We don’t want anyone to go to the bottom, be it straight or through a circuitous route.  We can avoid this fate only if we can get the Guru to remark about us, our ideas, our products etc.

But you ask, “What would make the Guru remark about my product?”.

Have you not been following?

Remarkable products get remarked on and only products that are worthy of Guru’s remarks are remarkable.

Or may it is being Purple is same as being remarkable.

See also:

Hard Facts, Dangerous Half-Truths And Total Nonsense: Profiting From Evidence-Based Management by Jeffrey Pfeffer and Robert I. Sutton