Great missions are born from remarkable ideas, but they only truly become great successes when they are marketed effectively. By creating projects that adhere to the Law of Remarkability, one can ensure that their mission will resonate with others. This law, which requires an idea to be both worth talking about and positioned in a space where it can be easily shared, is what separates the fleeting from the legendary. This article explores the importance of marketing in missions, with the story of Giles Bowkett, whose career transformation exemplifies how the right mix of remarkable ideas and strategic marketing can turn a passion into a career.
The Remarkable Life of Giles Bowkett
Giles Bowkett’s career journey offers a prime example of how a clear mission, when paired with the right marketing strategies, can elevate a seemingly ordinary professional path into one marked by remarkable success. His rise to fame within the Ruby programming community was not a smooth, linear progression; rather, it was the result of his willingness to pivot, experiment, and, crucially, market his work in a way that made it impossible for others to ignore. Before becoming a household name in the tech world, Bowkett was like many in the field—he struggled with periods of unemployment, dissatisfaction with mundane jobs, and the feeling that he wasn’t fully utilizing his talents. He found himself stuck in a cycle of unremarkable work, often pursuing jobs that bored him and left him questioning his future.
The turning point in Bowkett’s career came in 2008, when he committed to a mission that combined his technical expertise with his passion for creativity. At this juncture, he made a decisive leap into merging art with programming—two worlds that, at the time, seemed worlds apart. His breakthrough moment came with the creation of Archaeopteryx, an artificial intelligence program that wrote and played its own techno music. It wasn’t just another piece of software—Archaeopteryx represented a unique convergence of technology and creativity, tapping into the emerging potential of AI in the world of music.
This project immediately caught the attention of the Ruby programming community, and Bowkett’s name quickly became synonymous with innovation. He reflected on the early stages of his newfound fame, sharing how he met people from different parts of the world—places like Argentina and Norway—who were genuinely shocked to learn that he didn’t expect them to know who he was. In those moments, he realized how his work had gained such widespread recognition, allowing him to break free from his previous cycles of unsatisfying work. His newfound fame wasn’t just about technical expertise—it was about creating something that resonated deeply with others.
Bowkett’s success, however, didn’t hinge solely on the quality of his work; it also rested on his ability to market himself and his projects effectively. Recognizing that the tech community thrives on visibility and shared enthusiasm, he strategically positioned himself within networks where his work could gain attention. In the same year that Archaeopteryx was launched, Bowkett found himself receiving interest from some of the most influential companies in the Ruby programming sphere, including offers from top tech firms in Silicon Valley. This surge in demand not only doubled his salary but also positioned him to work on exciting and innovative projects, a dramatic contrast to his earlier, more uninspiring career roles.
Bowkett’s story emphasizes that passion, talent, and innovation are important, but they must be coupled with the strategic marketing of one’s work to maximize impact. By making his work not only remarkable in its novelty but also accessible to a community that valued and shared it, Bowkett transformed his career into something he loved, illustrating how crucial it is to combine a mission with the right channels for dissemination.
Purple Cows and Open-Source Rock Stars
Seth Godin’s concept of the “purple cow” is essential to understanding why Bowkett’s Archaeopteryx project became such a phenomenon. The metaphor refers to something so extraordinary that it stands out in a sea of ordinary, unnoticed things. A purple cow isn’t just something you see—it’s something that demands your attention. For Bowkett, Archaeopteryx was that purple cow. In a world full of software and programming projects, his AI-driven music generator wasn’t just useful or interesting—it was truly remarkable. It combined two passions—programming and music—into a product that no one in his field had created before.
The remarkable aspect of the project wasn’t just the technical achievement of building an AI that could generate music; it was the fusion of two seemingly unrelated fields, creating a new type of program that was not only functional but also creative. In an industry where technical expertise is often the focus, Bowkett set himself apart by blending artistry with code, drawing in people from diverse disciplines—programmers, music lovers, and even casual tech enthusiasts—who appreciated the novelty of his work. This cross-disciplinary appeal made his project something worth talking about, and it quickly became the kind of idea that others couldn’t help but share.
However, creating a purple cow is not enough in and of itself. In Godin’s framework, a remarkable idea must also be introduced in a way that makes it easy for people to talk about it. This is where Bowkett’s marketing savvy came into play. While many of his contemporaries were content to build tools for private use or commercial ventures, Bowkett chose to release Archaeopteryx as an open-source project, a decision that exponentially increased its visibility. The open-source community is a dynamic, collaborative environment where contributors and users alike are eager to share, discuss, and build upon one another’s work. By releasing his project in this venue, Bowkett ensured that his work would be seen by the right people and, more importantly, talked about by them.
The concept of “purple cows” extends far beyond the world of programming. It can apply to any field where standing out is critical for success. Take book writing as an example: an author who publishes a solid, well-written book might find it to be useful, but it may not spark much conversation. However, a book that challenges a widely accepted belief or offers a radical new perspective will likely inspire readers to talk about it, share it, and recommend it. This is the kind of work that thrives in the world of social media, where ideas spread quickly and organically.
For Bowkett, the decision to launch Archaeopteryx in an open-source community was not accidental—it was a deliberate move to place his purple cow in a space where people would notice it, talk about it, and ultimately spread the word. The right venue amplified the project’s reach, giving it a life beyond its technical merits. This strategic choice helped Bowkett’s project not just gain recognition but become an influential part of a larger conversation about the intersection of technology and art.
This combination of remarkable ideas and the right platform for sharing them is what made Bowkett’s career take off. His ability to leverage the open-source community, combined with the inherent appeal of his work, turned Archaeopteryx into a purple cow—an idea that not only demanded attention but was easy for others to spread. His story illustrates the critical importance of selecting the right venue for launching remarkable projects, and how such venues can turn good ideas into career-defining moments.
The Law of Remarkability
The Law of Remarkability is a simple yet powerful framework that can transform an idea from a fleeting thought into a career-defining project. This law posits that for a mission-driven project to achieve real success, it must meet two essential criteria: it must be remarkable enough to compel people to talk about it, and it must be launched in a venue where such conversation is easy to ignite and spread. These two components—remarkability in both the idea itself and the venue where it is showcased—are what make a mission-driven project not only successful but capable of growing beyond its initial audience.
First, let’s explore the idea of remarkability itself. To be remarkable, a project must spark something in the people who encounter it. It should inspire awe, fascination, or intense curiosity. It should make them want to share it with others, either because they believe it’s something worth discussing or because it challenges their understanding of the status quo. Remarkability can come from several places: the idea itself, the execution, or the way it touches on broader cultural trends. For instance, in the case of Bowkett’s Archaeopteryx, the concept of AI-driven music wasn’t just novel—it was groundbreaking. It combined two worlds—art and technology—that hadn’t often been seen together in such a practical, creative way. This fusion created something truly unique, something that made people take notice. The project didn’t just exist in a vacuum; it created ripples in the community, prompting conversations, debates, and enthusiasm that fueled its success.
The second aspect of the Law of Remarkability is choosing the right venue. Even the most remarkable idea can fade into obscurity if it’s launched in a space where there’s no infrastructure for conversation or sharing. This is where the concept of “venue” becomes critical. A venue doesn’t just refer to a physical location; it includes any platform, network, or community that facilitates the spread of an idea. For Bowkett, the open-source software community was the perfect venue for Archaeopteryx. This community is not only full of passionate, engaged individuals but also operates on the principle of sharing and collaboration. Open-source platforms are designed to allow for quick distribution, widespread visibility, and rapid feedback. By choosing to release Archaeopteryx in this venue, Bowkett was able to tap into a pre-existing network of developers and tech enthusiasts who were eager to engage with new ideas.
The combination of a remarkable idea and the right venue ensures that a project can transcend the initial creator’s vision and grow into something much bigger. It’s not enough for an idea to be remarkable on its own; it must be positioned in such a way that it reaches the people who can amplify its message. Whether it’s a book, a product, or a software project, the venue is what makes the difference between obscurity and fame. The Law of Remarkability, therefore, highlights the symbiotic relationship between the idea and the platform it’s launched on. Without both elements working together, even the most compelling ideas can fail to achieve their full potential.
For anyone looking to launch a mission-driven project, this law provides a critical blueprint for success. By ensuring that your project is not only remarkable but also positioned in a venue where it can gain visibility and generate conversation, you greatly increase your chances of success. In Bowkett’s case, the remarkable quality of Archaeopteryx combined with the open-source software community’s infrastructure for sharing knowledge allowed his work to flourish. The Law of Remarkability serves as a roadmap for turning any mission into a movement, providing the necessary framework for success.
The Law in Action
The Law of Remarkability is not merely a theoretical concept—it has been proven in the careers of many successful individuals. By looking at real-life examples, we can see how the law operates in practice and how mission-driven projects can be propelled to success when they meet the two criteria of remarkability. Two such examples are Pardis Sabeti, a geneticist focused on infectious disease research, and Kirk French, an archaeologist committed to making the field more accessible and engaging.
Pardis Sabeti’s mission was to use genetics to help fight infectious diseases in Africa—a worthy and important mission, to be sure. However, on its own, this mission was not enough to create the kind of career fulfillment and public recognition that Sabeti enjoys today. To truly set herself apart, Sabeti launched a remarkable project: using computational tools to study how humans have evolved genetic resistance to ancient diseases like malaria. This approach to genetics wasn’t just a continuation of existing research; it was an innovative method that shed new light on human evolution and the ongoing battle with infectious diseases.
The remarkable nature of Sabeti’s project quickly caught the attention of the scientific community and the media. Her research was published in prominent journals, and her work was covered by major publications like Discover and BBC Horizon. This widespread media coverage ensured that her work reached a large audience, both within the scientific field and among the general public. Her project was not only groundbreaking in its methodology but also in its ability to inspire curiosity and discussion. This is the first part of the Law of Remarkability in action: Sabeti’s project was remarkable because it pushed the boundaries of what was previously known, compelling people to talk about it.
The second part of the law—the venue—was equally important in ensuring the success of Sabeti’s mission. As a scientist, Sabeti leveraged the peer-reviewed publication system, a venue designed specifically for the dissemination of remarkable ideas. Once her research was published in a prestigious journal like Nature, it gained the attention of researchers around the world. The more people who read and cited her work, the more it was discussed at conferences and in academic circles. The venue was the key to spreading the word about her remarkable project, and it allowed her mission to reach its full potential.
Similarly, Kirk French’s mission to popularize modern archaeology would likely have gone unnoticed had he followed the more conventional routes of making minor improvements to the university curriculum or publishing articles in general-interest science magazines. Instead, French chose to make archaeology accessible and engaging for a broad audience by using television as his platform. He hosted shows that helped ordinary people understand the significance of their family heirlooms through the lens of archaeology, thereby bringing the field into the living rooms of viewers across the country.
Like Sabeti, French’s project was remarkable not just in its content but in its ability to reach a broad audience through the right venue. Television is a venue that thrives on attracting attention and generating discussion. French’s use of this platform to introduce people to archaeology allowed his work to become a part of the larger cultural conversation, which in turn fueled his career success.
Both Sabeti and French exemplify the Law of Remarkability in action. They didn’t just pursue missions; they found remarkable projects that captured people’s attention and chose venues that facilitated the sharing of their ideas. In doing so, they ensured that their work not only had an immediate impact but also resonated with a wider audience. For anyone looking to turn their mission into a career-defining success, these examples show that the right combination of remarkable work and a strategic venue can elevate a project from good to game-changing. The Law of Remarkability is a crucial tool for anyone seeking to make a lasting impact in their field.
Conclusion: Missions Require Marketing
The Law of Remarkability is a powerful tool for transforming a personal mission into a successful career. It requires two key components: a remarkable project that compels people to talk about it and a venue that facilitates this sharing. Giles Bowkett, Pardis Sabeti, and Kirk French have all demonstrated that by aligning a mission with the right marketing strategies, you can turn a passion into a career that not only brings personal fulfillment but also generates widespread recognition. By crafting your mission with remarkability in mind, you significantly increase your chances of building a career you love, one that attracts both attention and admiration.