TED2003
Seth Godin: How to get your ideas to spread
Seth Godin: Del pane a fette
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In un mondo con troppe scelte e troppo poco tempo, le scelta ovvia è ignorare le cose normali. Il guru del marketing Seth Godin ci spiega perché, quando si tratta di attirare la nostra attenzione, le idee bizzarre o francamente sbagliate sono migliori di quelle noiosamente giuste.
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:25
I'm going to give you
four specific examples,
four specific examples,
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Sto per farvi quattro esempi, e alla fine vi parlerò di come
00:28
I'm going to cover at the end
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un'azienda chiamata Silk abbia triplicato le sue vendite con un solo gesto,
00:30
about how a company called Silk
tripled their sales,
tripled their sales,
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00:32
how an artist named Jeff Koons
went from being a nobody
went from being a nobody
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di come un artista chiamato Jeff Koons sia passato dal non essere nessuno
00:36
to making a whole bunch of money
and having a lot of impact,
and having a lot of impact,
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al conquistare molti soldi e fama,
00:39
to how Frank Gehry redefined
what it meant to be an architect.
what it meant to be an architect.
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di come Frank Gehry abbia ridefinito cosa significa essere un architetto
00:42
And one of my biggest failures
as a marketer in the last few years,
as a marketer in the last few years,
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e di uno dei miei maggiori fallimenti come venditore negli ultimi anni,
un'etichetta discografica che ho avviato e che aveva un CD chiamato Sauce.
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Ma prima di questo, vi devo parlare del pane a fette, e di un tipo chiamato Otto Rohwedder.
00:50
Before I can do that
I've got to tell you about sliced bread,
I've got to tell you about sliced bread,
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00:53
and a guy named Otto Rohwedder.
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00:54
Now, before sliced bread
was invented in the 1910s
was invented in the 1910s
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Prima che il pan carré fosse inventato, negli anni '10,
sapete cosa si diceva?
00:58
I wonder what they said?
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La più grande invenzione dai tempi del ... telegrafo o qualcosa di simile.
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Ma questo Otto Rohwedder ha inventato il pane a fette,
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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e come la gran parte degli inventori si è concentrato sugli aspetti produttivi e brevettuali.
01:06
and he focused, like most inventors did,
on the patent part and the making part.
on the patent part and the making part.
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01:11
And the thing about the invention
of sliced bread is this --
of sliced bread is this --
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E la cosa interessante è questa:
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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nei primi 15 anni successivi all'invenzione del pane a fette,
01:18
no one bought it; no one knew about it;
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nessuno lo comprava, nessuno lo conosceva. Fu un fallimento completo, totale.
01:21
it was a complete and total failure.
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01:23
And the reason
is that until Wonder came along
is that until Wonder came along
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Finché Wonder non si mise a riflettere
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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su come diffondere l'idea del pane a fette, nessuno lo voleva.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Perché il successo del pane a fette,
01:35
like the success of almost everything
we've talked about at this conference,
we've talked about at this conference,
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e di quasi ogni altra cosa di cui abbiamo parlato in questa conferenza,
non dipende sempre dal brevetto o la produzione,
01:39
is not always about what the patent
is like, or what the factory is like --
is like, or what the factory is like --
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ma dal riuscire o meno a diffondere la propria idea.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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E penso che per ottenere quello che volete,
01:49
And I think that the way
you're going to get what you want,
you're going to get what you want,
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o causare il cambiamento che volete avvenga,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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dovete capire come far diffondere le vostre idee.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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E a me non importa che gestiate una caffetteria,
01:57
And it doesn't matter to me
whether you're running a coffee shop
whether you're running a coffee shop
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che siate degli intellettuali, o che siate nel business, o che voliate sulle mongolfiere.
02:01
or you're an intellectual,
or you're in business,
or you're in business,
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02:03
or you're flying hot air balloons.
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Penso che questa roba valga per chiunque, a prescindere da ciò che facciamo.
02:06
I think that all this stuff applies
to everybody regardless of what we do.
to everybody regardless of what we do.
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Penso che stiamo vivendo nel secolo delle diffusione delle idee.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Penso che i diffusori di idee, a prescindere da quali siano, vincano.
02:17
That people who can spread ideas,
regardless of what those ideas are, win.
regardless of what those ideas are, win.
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02:21
When I talk about it
I usually pick business,
I usually pick business,
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Di solito ne parlo citando il mondo degli affari,
02:23
because they make the best pictures
that you can put in your presentation,
that you can put in your presentation,
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perché permette di fare una gran figura nelle presentazioni,
e perché è il miglior modo, per così dire, di "guadagnare consenso".
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Ma voglio che mi perdoniate se uso questi esempi
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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perché sto parlando di qualunque cosa su cui decidiate di investire del tempo.
02:32
because I'm talking about anything
that you decide to spend your time to do.
that you decide to spend your time to do.
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Al centro della diffusione di idee c'è la TV e roba simile.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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La TV e i Mass Media hanno reso molto semplice diffondere le idee in un certo modo. Lo chiamo
02:41
TV and mass media made it really easy
to spread ideas in a certain way.
to spread ideas in a certain way.
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02:47
I call it the "TV-industrial complex."
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"complesso industriale televisivo" (C.I.T).
Funziona così: compri pubblicità -
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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interrompi alcune persone - questo genera distribuzione.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Con questa distribuzione, vendi più prodotti.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Coi profitti, compri più pubblicità.
03:00
You take the profit
from that to buy more ads.
from that to buy more ads.
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03:03
And it goes around and around and around,
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E continua all'infinito,
03:05
the same way that the military-industrial
complex worked a long time ago.
complex worked a long time ago.
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nello stesso modo in cui funzionava tempo fa il complesso militare ed industriale.
E questo modello l'abbiamo sentito ieri,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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se potessimo apparire nella homepage di Google,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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se solo capissimo come apparirci,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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come afferrare quella persona per la gola,
03:16
or grab that person by the throat,
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e parlarle di cosa vogliamo fare,
03:18
and tell them about what we want to do.
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03:20
If we did that then everyone would pay
attention, and we would win.
attention, and we would win.
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se lo facessimo allora tutti presterebbero attenzione, e vinceremmo.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Questo C.I.T. ha condizionato tutta la mia infanzia, e probabilmente anche la vostra.
Tutti questi prodotti hanno avuto successo perché qualcuno ha capito
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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come toccare le persone in un modo che loro non si aspettavano,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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e non necessariamente volevano, con uno spot,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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in continuazione, finché non lo compravano.
03:40
over and over again until they bought it.
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E così hanno "esaurito" il complesso industriale televisivo.
03:42
And the thing that's happened is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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Negli ultimi anni,
03:47
That just over the last few years,
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ogni venditore ha scoperto
03:49
what anybody who markets
anything has discovered
anything has discovered
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che non sta più funzionando come prima.
03:52
is that it's not working
the way that it used to.
the way that it used to.
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03:54
This picture is really fuzzy, I apologize;
I had a bad cold when I took it.
I had a bad cold when I took it.
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Questa immagine è sfocata, scusate, avevo l'influenza quel giorno.
Ma il prodotto nella scatola blu al centro è l'esempio perfetto.
03:58
(Laughter)
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04:00
But the product in the blue box
in the center is my poster child.
in the center is my poster child.
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Vado a mangiare, sono malato, mi serve qualche farmaco.
04:03
I go to the deli; I'm sick;
I need to buy some medicine.
I need to buy some medicine.
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Il Brand Manager di quel prodotto ha speso 100 milioni di dollari,
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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lo scorso anno, per distrarmi.
04:10
trying to interrupt me in one year.
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100 milioni di dollari per interrompermi con spot su TV e giornali, spam,
04:12
100 million dollars interrupting me
with TV commercials
with TV commercials
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04:15
and magazine ads and Spam
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promozioni, collocamento negli scaffali, sconti,
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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tutto perché io poi potessi ignorarli completamente.
04:20
all so I could ignore
every single message.
every single message.
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Perché il mio problema non è il dolore.
04:23
And I ignored every message
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04:25
because I don't have
a pain reliever problem.
a pain reliever problem.
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E compro la scatola gialla perché l'ho sempre fatto.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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E non investirò un solo minuto del mio tempo cercando di risolvere il suo problema.
04:29
And I'm not going to invest a minute
of my time to solve her problem,
of my time to solve her problem,
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Perché non mi interessa.
04:34
because I don't care.
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Ecco un settimanale chiamato Hydrate. Sono 180 pagine sull'acqua.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Risate)
04:41
(Laughter)
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Articoli sull'acqua, pubblicità sull'acqua.
04:42
Articles about water, ads about water.
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Immaginate com'era il mondo circa 40 anni fa,
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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quando c'era solo il Saturday Evening Post, il Time e Newsweek.
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Ora ci sono periodici sull'acqua.
04:51
Now there are magazines about water.
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Nuovi prodotti da Coke Japan - l'acqua d'insalata.
04:53
New product from Coke Japan: water salad.
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(Risate)
04:56
(Laughter)
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04:57
Coke Japan comes out
with a new product every three weeks,
with a new product every three weeks,
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Coke Japan sforna un prodotto nuovo ogni tre settimane.
Perché non hanno idea di cosa funzionerà e cosa no.
05:02
because they have no idea
what's going to work and what's not.
what's going to work and what's not.
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Questo, non avrei potuto spiegarlo meglio, è uscito quattro giorni fa -
05:05
I couldn't have written
this better myself.
this better myself.
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05:07
It came out four days ago --
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ho cerchiato le parti più importanti così le potete vedere qui.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Arbie's sta per spendere 85 milioni di dollari per promuovere un guanto da forno
05:13
They've come out...
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05:14
Arby's is going to spend
85 million dollars promoting an oven mitt
85 million dollars promoting an oven mitt
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con la voce di Tom Arnold,
05:18
with the voice of Tom Arnold,
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sperando che questo spinga la gente da Arbie's a comprare un panino al roast-beef.
05:21
hoping that that will get people to go
to Arby's and buy a roast beef sandwich.
to Arby's and buy a roast beef sandwich.
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(Risate)
05:26
(Laughter)
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Ho provato a chiedermi cosa possa esserci in una pubblicità animata
05:27
Now, I had tried to imagine what could
possibly be in an animated TV commercial
possibly be in an animated TV commercial
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con Tom Arnold che spinga la gente a salire in macchina,
05:32
featuring Tom Arnold,
that would get you to get in your car,
that would get you to get in your car,
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attraversare la città ed acquistare un panino al roastbeef
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Risate).
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Questo è Copernico, e aveva ragione,
quando parlava a chiunque debba sentire la tua idea.
05:44
when he was talking to anyone
who needs to hear your idea.
who needs to hear your idea.
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05:46
"The world revolves around me."
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Il centro del mondo sono io. Io, io, io, io, io, la mia persona preferita - io.
05:48
Me, me, me, me. My favorite person -- me.
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Non voglio un'e-mail, voglio un'io-mail.
05:51
I don't want to get email
from anybody; I want to get "memail."
from anybody; I want to get "memail."
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05:54
(Laughter)
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(Risate)
05:56
So consumers, and I don't just mean
people who buy stuff at the Safeway;
people who buy stuff at the Safeway;
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Quindi, i consumatori, e non intendo solo le persone che comprano roba da Safeway,
intendo il Dipartimento della Difesa, che potrebbe comprare qualcosa,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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o persone al New Yorker che potrebbero stampare il tuo articolo.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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I consumatori se ne fregano completamente di te, se ne fregano e basta.
06:08
Consumers don't care about you
at all; they just don't care.
at all; they just don't care.
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In parte, il motivo è che hanno molte più scelte di prima,
06:13
Part of the reason is -- they've got
way more choices than they used to,
way more choices than they used to,
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e molto meno tempo.
06:17
and way less time.
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E in un mondo con troppe scelte,
06:19
And in a world where we have
too many choices and too little time,
too many choices and too little time,
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e poco tempo, la soluzione ovvia è ignorare le cose.
06:23
the obvious thing to do
is just ignore stuff.
is just ignore stuff.
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06:27
And my parable here
is you're driving down the road
is you're driving down the road
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Ecco la mia parabola: state guidando per strada,
vedete una mucca, e continuate a guidare,
06:31
and you see a cow, and you keep driving
because you've seen cows before.
because you've seen cows before.
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perché avete già visto le mucche,
le mucche sono invisibili, le mucche sono noiose.
06:35
Cows are invisible. Cows are boring.
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Chi si fermerebbe a guardare e dire: "Oh, guarda, una mucca!". Nessuno.
06:38
Who's going to stop and pull over
and say -- "Oh, look, a cow."
and say -- "Oh, look, a cow."
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06:41
Nobody.
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06:42
(Laughter)
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(Risate)
06:44
But if the cow was purple --
isn't that a great special effect?
isn't that a great special effect?
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Ma se la mucca fosse viola - non è un grande effetto speciale?
Posso farlo ancora, se volete.
06:48
I could do that again if you want.
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06:49
If the cow was purple,
you'd notice it for a while.
you'd notice it for a while.
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Se la mucca fosse viola, lo notereste per molto tempo.
06:54
I mean, if all cows were purple
you'd get bored with those, too.
you'd get bored with those, too.
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Certo, se tutte le mucche fossero viola vi annoiereste anche di loro.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Ma il punto è che a decidere di cosa si parla,
cosa fare, cosa cambiare,
07:01
what gets done, what gets changed,
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cosa comprare, cosa costruire,
07:03
what gets purchased, what gets built,
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è la domanda: è notevole?
07:05
is: "Is it remarkable?"
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Notevole è davvero una bella parola perché pensiamo che significhi soltanto "bello",
07:08
And "remarkable" is a really cool word,
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07:10
because we think it just means "neat,"
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07:12
but it also means
"worth making a remark about."
"worth making a remark about."
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ma significa anche - in generale, degno di nota.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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Ed è quella l'essenza del nuovo modo di diffondere le idee.
Due delle auto più vendute negli Stati Uniti sono una macchina gigantesca da 55000 $,
07:21
That two of the hottest cars
in the United States
in the United States
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07:24
is a 55,000-dollar giant car,
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abbastanza grande da poter tenere una Mini nel suo bagagliaio.
07:27
big enough to hold a Mini in its trunk.
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Le persone pagano a prezzo pieno per entrambe, e la sola cosa che hanno in comune
07:30
People are paying full price for both,
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07:32
and the only thing they have in common
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è il non avere niente in comune.
07:35
is that they don't have
anything in common.
anything in common.
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(Risate)
07:38
(Laughter)
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07:39
Every week, the number one
best-selling DVD in America changes.
best-selling DVD in America changes.
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Ogni settimana il DVD più venduto in America cambia.
Non è mai Il Padrino, non è mai Quarto Potere,
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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è sempre qualche film di serie C con qualche star di serie B.
07:48
it's always some third-rate movie
with some second-rate star.
with some second-rate star.
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07:51
But the reason it's number one
is because that's the week it came out.
is because that's the week it came out.
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Ma raggiunge il numero uno solo perché è la sua settimana di uscita.
07:56
Because it's new, because it's fresh.
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Perché è nuovo, fresco di giornata.
07:58
People saw it and said
"I didn't know that was there"
"I didn't know that was there"
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Perché la gente l'ha visto e ha detto - "non sapevo cosa c'era -
e l'ha notato.
08:01
and they noticed it.
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08:02
Two of the big success stories
of the last 20 years in retail --
of the last 20 years in retail --
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Due delle catene più floride degli ultimi 20 anni -
una vende cose super costose in una scatola blu,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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e una vende cose più economiche possibile.
08:08
and one sells things that are
as cheap as they can make them.
as cheap as they can make them.
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08:11
The only thing they have in common
is that they're different.
is that they're different.
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La sola cosa che hanno in comune è l'essere differenti.
08:14
We're now in the fashion business,
no matter what we do for a living,
no matter what we do for a living,
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Oggi siamo nel business della moda,
qualunque sia il nostro lavoro.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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E certo, le persone nel business della moda
08:21
know what it's like to be in the fashion
business -- they're used to it.
business -- they're used to it.
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sanno cosa vuol dire, perché ci sono abituate,
ma il resto di noi deve sforzarsi di pensare in quel modo.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Di capire che non si deve interrompere le persone con pubblicità a tutta pagina,
08:27
How to understand
156
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08:28
that it's not about interrupting
people with big full-page ads,
people with big full-page ads,
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o insistere coi meeting.
08:32
or insisting on meetings with people.
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Perché a determinare quali idee si diffondono
08:34
But it's a totally different
sort of process
sort of process
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08:37
that determines which ideas spread,
and which ones don't.
and which ones don't.
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e quali no, è un processo del tutto diverso.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Questa sedia - hanno venduto sedie Aeron per un miliardo di dollari,
reinventando cosa significava vendere una sedia.
08:44
by reinventing
what it meant to sell a chair.
what it meant to sell a chair.
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08:47
They turned a chair from something
the purchasing department bought,
the purchasing department bought,
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Hanno trasformato la sedia da un'incombenza
dell'ufficio acquisti a qualcosa che parlava del tuo status al lavoro.
08:51
to something that was a status symbol
about where you sat at work.
about where you sat at work.
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Questo tipo, Lionel Pullain, il fornaio più famoso al mondo,
08:55
This guy, Lionel Poilâne,
the most famous baker in the world --
the most famous baker in the world --
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08:58
he died two and a half months ago,
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è morto due mesi e mezzo fa,
ed era un mio eroe ed un mio caro amico.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Viveva a Parigi. L'anno scorso ha venduto pane francese per dieci milioni di dollari.
09:03
He lived in Paris.
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09:04
Last year, he sold 10 million dollars'
worth of French bread.
worth of French bread.
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09:08
Every loaf baked in a bakery he owned,
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Ogni pagnotta cotta in un forno di sua proprietà, da un fornaio alla volta, in un forno a legna.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Quando Lionel avviò il suo forno, i francesi lo snobbarono.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Non volevano comprare il suo pane, non sembrava pane francese.
09:18
They didn't want to buy his bread.
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09:19
It didn't look like "French bread."
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Non era quello che si aspettavano.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Ma era fatto bene, era "notevole", e lentamente la voce si diffuse da una persona all'altra.
09:25
and slowly, it spread
from one person to another person
from one person to another person
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finché, finalmente, divenne il pane ufficiale di un ristorante a tre stelle a Parigi.
09:29
until finally, it became the official
bread of three-star restaurants in Paris.
bread of three-star restaurants in Paris.
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09:33
Now he's in London, and he ships
by FedEx all around the world.
by FedEx all around the world.
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Ora è a Londra e spedisce con FedEx in tutto il mondo.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Di solito, i venditori realizzavano prodotti medi per persone medie.
Facevano "mercato di massa".
09:42
That's what mass marketing is.
181
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1793
09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
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Smussavano gli angoli, guardavano il centro della curva,
perché al grosso del mercato.
Ignoravano i fanatici e,
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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che Dio li perdoni, gli ultimi arrivati.
09:52
It was all about going for the center.
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1976
Era tutto un andare al centro.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
185
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Ma in un mondo dove il complesso industriale televisivo si è esaurito,
non penso sia una strategia a cui vogliamo ancora ricorrere.
09:58
I don't think that's a strategy
we want to use any more.
we want to use any more.
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10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
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575835
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Penso che la strategia da usare sia di non vendere a queste persone,
10:04
because they're really good
at ignoring you.
at ignoring you.
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perché sono veramente brave ad ignorarti.
10:06
But market to these
people because they care.
people because they care.
189
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Ma di vendere a queste altre persone perché sono interessate.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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Queste sono le persone ossessionate da qualcosa.
10:14
And when you talk to them, they'll listen,
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E quando parli, loro ascolteranno
10:16
because they like listening --
it's about them.
it's about them.
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perché a loro piace ascoltarti - li riguarda.
E se sei abbastanza fortunato lo diranno ai loro amici
10:19
And if you're lucky, they'll tell
their friends on the rest of the curve,
their friends on the rest of the curve,
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e la voce si spargerà
10:23
and it'll spread.
194
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nel resto della curva.
10:24
It'll spread to the entire curve.
195
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Hanno un qualcosa che io chiamo "otaku" - è una grande parola giapponese.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
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Descrive il desiderio di qualcuno che è ossessionato dal dire;
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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attraversiamo Tokyo per provare un nuovo ristorante.
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
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10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
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È questo che fanno. Ne sono ossessionati.
10:38
To make a product, to market an idea,
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Realizzare un prodotto, vendere un'idea,
venire al punto con un problema da risolvere,
10:41
to come up with any problem
you want to solve
you want to solve
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senza una comunità di otaku,
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
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è quasi impossibile.
10:46
is almost impossible.
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Invece, dovete trovare un gruppo che si preoccupi
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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veramente, disperatamente di quel che volete dire.
10:51
about what it is you have to say.
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Parlate loro e rendete loro semplice il parlarne ai vostri amici.
10:53
Talk to them and make it easy
for them to tell their friends.
for them to tell their friends.
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3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
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3444
C'è una salsa piccante otaku, ma non c'è una senape otaku.
11:00
That's why there's lots and lots
of kinds of hot sauces,
of kinds of hot sauces,
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Ecco perché ci sono tanti tipi di salse piccanti,
e non così tanti tipi di senape.
11:03
and not so many kinds of mustard.
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1587
Non perché sia difficile renderla interessante
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
210
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- è possibile -
11:07
you could make interesting mustard --
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Ma non si fa perché nessuno ne è ossessionato
11:09
but people don't,
because no one's obsessed with it,
because no one's obsessed with it,
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2475
e quindi nessuno ne parlerà ai suoi amici.
11:12
and thus no one tells their friends.
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Krispy Kreme lo ha capito.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
Krispy Kreme ha una strategia.
11:16
It has a strategy, and what they do is,
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1880
Entrano in una città e parlano agli otaku,
11:18
they enter a city, they talk
to the people, with the otaku,
to the people, with the otaku,
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2807
che poi diffondono l'idea in tutta la città,
11:20
and then they spread through the city
217
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a quelli che hanno solo atttraversato la strada.
11:22
to the people who've just
crossed the street.
crossed the street.
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2096
Questo yoyo costa 112 $, ma resta inattivo per 12 minuti.
11:25
This yoyo right here cost 112 dollars,
but it sleeps for 12 minutes.
but it sleeps for 12 minutes.
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660023
4434
Non piace a tutti, ma loro non se ne preoccupano.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Vogliono parlare agli appassionati, e forse si diffonderà.
11:31
They want to talk to the people
who do, and maybe it'll spread.
who do, and maybe it'll spread.
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3527
Questi tipi producono lo stereo più potente al mondo.
11:35
These guys make the loudest
car stereo in the world.
car stereo in the world.
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3383
11:38
(Laughter)
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673500
1976
(Risate)
11:40
It's as loud as a 747 jet.
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È potente come un jet 747, non puoi entrare,
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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2951
la macchina ha dei vetri antiproiettile
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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2239
perché quelli normali esploderebbero.
11:47
But the fact remains
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1303
Ma resta il fatto che quando qualcuno
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
228
684233
3134
vuole mettere degli altoparlanti in macchina,
se ha l'otaku, o ha parlato
11:52
if they've got the otaku
or they've heard from someone who does,
or they've heard from someone who does,
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3000
con chi ce l'ha,
partono e lo prendono.
11:55
they go ahead and they pick this.
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1657
È semplice - vendi a chi sta ascoltando,
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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e forse, forse queste persone parlano ai loro amici.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
232
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2322
Quando Steve Jobs parla a 50000 persone durante il suo keynote,
12:02
So when Steve Jobs talks
to 50,000 people at his keynote,
to 50,000 people at his keynote,
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12:05
who are all tuned in from 130 countries
234
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tutti collegati da 130 paesi,
a guardare il suo spot da due ore -
12:08
watching his two-hour commercial --
235
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2094
12:10
that's the only thing keeping
his company in business --
his company in business --
236
705500
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quella è la sola cosa che tiene Apple nel mercato -
quelle 50000 persone si preoccupano abbastanza
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
237
708144
2649
12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
238
710817
2810
da guardarsi due ore di spot e poi parlarne ai loro amici.
Pearl Jam, 96 album negli ultimi due anni.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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Tutti in attivo. Come hanno fatto?
12:21
Every one made a profit. How?
240
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2357
12:23
They only sell them on their website.
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1787
Vendono solo sul loro sito web.
12:25
Those people who buy them have the otaku,
242
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2102
Gli acquirenti del loro sito web hanno l'otaku,
12:27
and then they tell their friends,
and it spreads and it spreads.
and it spreads and it spreads.
243
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3053
lo dicono ai loro amici, e la cosa continua a diffondersi.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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3958
Questa culla d'ospedale costa 10000 $, dieci volte la media.
Ma vende più in fretta di qualunque altro modello.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
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12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
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Smalto per le unghie "Hard candy", non interessa a tutti,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
247
735500
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ma quelle a cui interessa ne parlano in continuazione.
Questa confezione di vernice ha salvato la Dutch Boy Paint Company,
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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facendo loro guadagnare una fortuna. Costa il 35% in più della vernice normale,
12:49
making them a fortune.
249
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12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
perché la Dutch Boy ha fatto un imballo di cui si parla, perché è notevole.
12:53
because Dutch Boy made a can that people
talk about, because it's remarkable.
talk about, because it's remarkable.
251
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4041
Non hanno solo fatto una pubblicità nuova,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
252
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2143
hanno cambiato la percezione del prodotto "vernice".
12:59
they changed what it meant
to build a paint product.
to build a paint product.
253
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2493
13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
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AmIhotornot.com - ogni giorno 250000 persone vanno su questo sito,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
255
761500
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guidato da due volontari, e posso dirvi che sono selettivi, e
13:10
(Laughter)
256
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3810
(Risate)
non sono arrivati fin qui con molta pubblicità.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
257
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3048
Ci sono arrivati rendendosi notevoli.
13:17
They got this way by being remarkable,
258
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2764
A volte un po' troppo, magari.
13:20
sometimes a little too remarkable.
259
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1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
260
776983
4299
Questa cornice ha un cavo d'alimentazione,
13:26
and you plug it into the wall.
261
781306
1649
e si collega al muro.
13:27
My father has this on his desk,
262
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1849
Mio padre ce l'ha sulla scrivania,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
263
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4436
e vede suo nipote ogni giorno, che cambia costantemente.
Ed ogni persona che entra nel suo ufficio
13:34
And every single person
who walks into his office
who walks into his office
264
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2547
13:36
hears the whole story
of how this thing ended up on his desk.
of how this thing ended up on his desk.
265
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2929
ascolta l'intera storia di come questa cosa è finita sulla sua scrivania.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
266
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E una persona alla volta, l'idea si diffonde.
13:42
These are not diamonds, not really.
267
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2779
Questi non sono diamanti, non proprio.
13:45
They're made from "cremains."
268
800732
1744
Sono fatti con ceneri mortuarie.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
269
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2810
Dopo essere stato cremato puoi essere trasformato in questa cosa.
13:50
(Laughter)
270
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1047
(Risate)
13:51
Oh, you like my ring? It's my grandmother.
271
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2286
Ciao, ti piace il mio anello? È mia nonna!
(Risate)
13:54
(Laughter)
272
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5689
13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
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814755
2984
Il settore a più rapida crescita nell'intera industria mortuaria.
Ma non serve essere Ozzy Osborne -
14:03
But you don't have to be Ozzie Osborne --
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2025
non serve mettersi così tanto in vista.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
275
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2286
14:07
What you have to do
276
822603
1214
Serve invece capire cosa vogliono le persone, e darlo loro.
14:08
is figure out what people
really want and give it to them.
really want and give it to them.
277
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2767
Due regole per concludere.
14:11
A couple of quick rules to wrap up.
278
826632
1667
La prima è: il design, quando i volumi aumentano, non costa nulla.
14:13
The first one is: Design
is free when you get to scale.
is free when you get to scale.
279
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3719
E chi se ne esce con roba notevole,
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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2388
riesce più spesso a mettere il design al suo servizio.
14:19
more often than not figure out
how to put design to work for them.
how to put design to work for them.
281
834478
3190
14:22
Number two: The riskiest thing
you can do now is be safe.
you can do now is be safe.
282
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4856
Numero due, la cosa più rischiosa che tu possa fare è metterti al sicuro.
14:27
Proctor and Gamble knows this, right?
283
842572
1904
Procter & Gamble lo sa, vero?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
284
844500
2048
L'intero modello di essere Procter & Gamble
14:31
is always about average products
for average people.
for average people.
285
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2431
consiste nel fare prodotti medi per persone medie.
Questo è rischioso. La cosa sicura da fare ora, è "stare al limite",
14:34
That's risky.
286
849027
1166
14:35
The safe thing to do now
is to be at the fringes,
is to be at the fringes,
287
850521
2854
farsi notare.
14:38
be remarkable.
288
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1163
Ed essere molto buoni è una delle peggiori cose che tu possa fare.
14:40
And being very good is one
of the worst things you can possibly do.
of the worst things you can possibly do.
289
855110
3434
Molto buono è noioso. Molto buono è mediocre.
14:44
Very good is boring. Very good is average.
290
859181
2802
Non importa che sia un disco,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
291
862007
2579
o un architetto, o un trattato di sociologia.
14:49
or you're an architect,
or you have a tract on sociology.
or you have a tract on sociology.
292
864610
2697
Se è molto buono, non funzionerà, perché nessuno lo noterà.
14:52
If it's very good, it's not going to work,
because no one's going to notice it.
because no one's going to notice it.
293
867331
3868
Ecco le mie tre storie.
14:56
So my three stories.
294
871223
1376
14:57
Silk put a product that does not need
to be in the refrigerated section
to be in the refrigerated section
295
872623
4492
Silk. Metti nel banco frigo
un prodotto che non deve starci.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
296
877139
2317
Le vendite triplicano. Perché?
15:04
Sales tripled. Why?
297
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1786
Latte, latte, Latte, Latte, latte - NON LATTE!
15:06
Milk, milk, milk, milk, milk -- not milk.
298
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2539
15:09
For the people who were there
and looking at that section,
and looking at that section,
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Per le persone che guardavano il banco frigo, la cosa
15:12
it was remarkable.
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era notevole.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Non hanno triplicato le vendite con la pubblicità,
ma facendo una cosa degna di nota.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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2182
Questa è un'opera "notevole". Non deve piacerti per forza,
15:18
That is a remarkable piece of art.
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893453
1760
15:20
You don't have to like it,
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1270
15:21
but a 40-foot tall dog made out of bushes
in the middle of New York City
in the middle of New York City
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4564
ma un cane alto 40 piedi fatto di cespugli,
nel centro di New York, è una cosa notevole.
15:26
is remarkable.
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901119
1151
15:27
(Laughter)
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1071
Frank O' Gehry non ha solo trasformato un museo,
15:28
Frank Gehry didn't just change a museum;
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1918
ha cambiato l'economia di un'intera città
15:30
he changed an entire city's economy
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2886
progettando un edificio che le persone di tutto il mondo potessero venire a vedere.
15:33
by designing one building that people
from all over the world went to see.
from all over the world went to see.
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4558
15:37
Now, at countless meetings at, you know,
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912823
1905
Ora in tutti i consigli comunali,
15:39
the Portland City Council,
or who knows where,
or who knows where,
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2724
a Portland o chissà dove,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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917500
3261
dicono: "Ci serve un architetto. Possiamo avere Frank O' Gehry?"
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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920785
2691
Perché ha fatto qualcosa che era "in vista".
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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2243
E il mio grande fallimento? Ho pubblicato
15:50
(Music)
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925767
2709
(Musica)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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2767
un disco e speravo un'intera serie di dischi
in questo nuovo formato SACDD
15:56
in SACD, this remarkable new format --
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2645
15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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3301
per poi venderlo direttamente alle persone con uno stereo da 20000 $.
Ma la gente con uno stereo da 20000 $ non ama la nuova musica!
16:02
People with 20,000-dollar stereos
don't like new music.
don't like new music.
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5096
16:07
(Laughter)
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4459
(Risate)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Quindi quello che ti serve fare è capire chi si preoccupa.
Chi alzerà la mano e dirà:
16:17
Who is going to raise their hand and say,
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952137
1991
"Voglio sapere cosa stai per fare",
16:19
"I want to hear what you're doing next,"
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954152
1929
e vender loro qualcosa.
16:21
and sell something to them.
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1427
16:22
The last example I want to give you.
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1715
Ultimo esempio.
Questa è una mappa di Soap Lake, Washington.
16:24
This is a map of Soap Lake, Washington.
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2205
16:26
As you can see, if that's nowhere,
it's in the middle of it.
it's in the middle of it.
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961933
3543
Come potete vedere, se il nulla esiste, è lì in mezzo.
16:30
(Laughter)
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965500
5519
(Laughter)
Ma hanno un lago.
16:36
But they do have a lake.
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2385
16:38
And people used to come from miles
around to swim in the lake.
around to swim in the lake.
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973452
2906
E un tempo la gente guidava miglia, per andarci.
Ma adesso non più. Quindi gli amministratori si son detti:
16:41
They don't anymore.
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976382
1165
16:42
So the founding fathers said,
"We've got some money to spend.
"We've got some money to spend.
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2883
"Abbiamo soldi da spendere, che facciamo?" E come gran parte
16:45
What can we build here?"
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1451
16:46
And like most committees,
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1494
stavano per costruire cose abbastanza sicure.
16:48
they were going to build
something pretty safe.
something pretty safe.
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983471
2192
Poi si presentò un artista - una vera rappresentazione artistica -
16:50
And then an artist came to them --
this is a true artist's rendering --
this is a true artist's rendering --
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985687
3334
che vuole costruire una Lava Lamp alta 55 piedi nel centro della città.
16:54
he wants to build a 55-foot tall
lava lamp in the center of town.
lava lamp in the center of town.
338
989045
5577
16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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3278
Questa è una mucca viola, questo è un qualcosa che vale la pena di notare.
17:02
I don't know about you,
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1159
Non so voi, ma se lo costruiranno, sarà lì che andrò.
17:04
but if they build it,
that's where I'm going to go.
that's where I'm going to go.
341
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2381
17:06
Thank you very much for your attention.
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2000
Grazie mille per l'attenzione.
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com