New Café recalled the famous business book line.
I am speaking about Seth Godin book - Purple Cow: Transform Your Business by Being Remarkable. The bestseller was published in 2003. I recently read this book.
The author describes a lot of interesting ideas about how to transform a normal "dull" product in the "purple cow". The riskiest strategy is to be boring.
After reading this book realized that at if nobody in your industry are doing, simply because it is not accepted then you need to start doing it.