Although many people assert to be an expert in their field, in reality, very few people can claim the title of expert. Or guru. Or connoisseur. Those words are reserved for the best of the best. The tip of the sword. The elite. The people who have mastered their skill and done things that very few others have done. Some of these people have shaped the very world we in which we live.

Seth Godin is one of those people. He is a marketing guru. He may be the most intelligent and creative marketer the world has ever seen. He is a former VP of Marketing for Yahoo!, and is an entrepreneur, blogger, and author of several books, including Purple Cow: Transform Your Business By Being Remarkable.

In Purple Cow, Seth recounts a road trip in France with his family. They drove through miles of countryside and they were amazed at how many cows they saw. One after the other – hundreds of cows as far as their eyes could see. They couldn’t stop talking about the cows. But, eventually their amazement subsided. After a while, the cows ceased to be a novelty. There were so many of them, that they eventually became common –even boring. That’s when Seth realized that to be truly remarkable, a cow would have to be purple to stand out. He realized that the same rule applied to marketing.

The eyes and ears of consumers are being flooded with billboards, commercials, banner ads, emails, social media posts, blogs, radio ads, magazines, videos, and more. Where are you in that giant glob? If you don’t stand out, you will be tuned out.

Right now you are a cow. It’s time to be a purple cow.

Seth says this:

Remarkable marketing is the art of building things worth noticing, right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible…In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”

You need a plan. For now, here are three questions to start asking yourself.

  1. What can I do that no one else is doing?
  2. What problem do people have? Am I helping to solve that problem?
  3. What do people care about? How can I create a larger vision people will get behind?

In 2016, the world doesn’t have time for average companies. And you don’t have time (or money) to spin your wheels looking like everyone else. Whatever you do, you need to do it remarkably – or don’t do it at all. In the words of Yoda, “Do or not not. There is no try.”