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I think the trick is make the product/service have its own dedicated following – a niche market that intrigues geeks, non-techies and soccer moms alike. Here’s one I came across – it’s called moo.com and it specializes in creating mini-cards from the user’s flickr stream, or other uploaded images. Now there’s an entire community out there trading moo-cards. How cool is that?
Another very interesting site is webkinz.com that bridges the gap between offline and online play-time for kids – a cross between tamagotchi and neopets I suppose.
This brings me to another idea for content on my blog – every week, I will feature a website (I’ll lean towards the small, indie websites) and talk about its concept, its people and maybe even a sneak interview with an insider. Watch this space!