Edgecraft: The Step-by-Step Playbook for Creating Remarkable Products

How to Systematically Push Your Business to the Edge and Get Noticed

Imagine a world where every business is just a little bit better than the next—faster, cheaper, friendlier, or more stylish. In this world, competition is fierce, but differentiation is minimal. Seth Godin’s 'Free Prize Inside' introduces a radical alternative: edgecraft. Instead of making your product marginally better, edgecraft challenges you to pick one attribute and push it to the extreme, creating something so remarkable it can’t be ignored.

The process begins by mapping out all the attributes of your product or service. Is it speed, design, convenience, exclusivity, or fun? Once you’ve listed them, choose one and brainstorm ways to take it further than anyone else. What would it look like if you were the fastest? The friendliest? The most playful? The goal isn’t to please everyone, but to become the obvious choice for a specific group.

Edgecraft thrives on inspiration from outside your industry. A hotel borrows the customer service rituals of a luxury airline. A software company adopts the packaging flair of a toy manufacturer. The trick is to adapt—not copy—these edges, making them your own.

Testing is key. Rapid prototyping, feedback loops, and small experiments help you find the sweet spot between wild and workable. Most importantly, edgecraft isn’t a one-time event; it’s a repeatable process. Every time you reach a new edge, you can start again with another attribute.

Real-world examples abound: a gym that offers the fastest workout in town, a bakery that bakes bread in animal shapes, a tech gadget that comes in a playful, collectible box. These aren’t just products—they’re stories, experiences, and, yes, free prizes.

If you’re ready to stop blending in and start standing out, edgecraft is your roadmap. Pick your edge, push it, and watch your business become the talk of the town.