Measure it

Is your product considered the absolute best at anything that is worth measuring - that your audience also cares about?

Hardees went counter-market recently in the face of all the trans-fat and healthiness craze. They promoted their Monster Thickburger - 1,400 calorie belly buster. The CEO called it "not a burger for tree-huggers".  "This is a burger for young hungry guys who want a really big, delicious, juicy, decadent burger," he said. "I hope our competitors keep promoting those healthy products, and we will keep promoting our big, juicy delicious burgers."

Measure something worth noticing, that an audience cares about and go all the way to the edge. 

(TY: Hardees, Seth Godin)