TED2003
Seth Godin: How to get your ideas to spread
Seth Godin sobre o pão fatiado
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Num mundo com tantas opções e tão pouco tempo, a nossa escolha óbvia é a de simplesmente ignorar as coisas comuns. O guru do Marketing Seth Godin explica porque é que ideias más ou bizarras são mais bem-sucedidas a captar a nossa atenção do que ideias mais normais e aborrecidas.
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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Vou dar-vos dar quatro exemplos específicos, que retomarei no fim
00:28
I'm going to cover at the end
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acerca de como uma empresa chamada "Silk" triplicou as suas vendas por fazer uma coisa.
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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De como um artista chamado Jeff Koons passou de ser um desconhecido
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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para fazer um monte de dinheiro e ter imenso impacto
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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de como o Frank Gehry redefiniu o significado de ser um arquitecto.
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 um dos meus grandes falhanços como marketer nos últimos anos,
uma editora discográfica que comecei com um CD chamado "Molho".
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Antes de começar tenho de vos falar acerca do pão fatiado e de um tipo chamado 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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Ora bem, antes do pão fatiado ser inventado da decada de 10
Pergunto-me o que diriam?
00:58
I wonder what they said?
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"A melhor invenção desde....o telegrafo ou algo assim".
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Mas este tipo chamado Otto Rohwedder inventou o pão fatiado
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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e concentrou-se, como quase todos os inventores, a patentear e produzir.
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 o que aconteceu com a invenção do pão fatiado foi
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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que depois dos primeiros 15 anos de existir
01:18
no one bought it; no one knew about it;
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ninguém o comprava, ninguém sabia que existia. Foi um completo e total falhanço.
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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E a razão é que até a "Wonder" aparecer
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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e perceber como espalhar a ideia do pão fatiado, ninguém o queria.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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O sucesso do pão fatiado
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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como o sucesso de quase tudo o que temos falado nesta conferência
não se trata sempre de como a patente é, ou da fabricação,
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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é acerca de como podemos, ou não, espalhar uma ideia.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Eu penso que é a maneira de conseguir o que querem
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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ou causar a mudança daquilo que querem mudar, de acontecer,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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é que tem de entender a forma de espalhar as vossas ideias.
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 não importa se estão a gerir um café
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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ou se são intelectuais, empresários ou voam em balões de ar quente.
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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Acredito que se aplicam a todos, independentemente do que fazem.
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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Que o que estamos a viver é um Século de difusão de ideias.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Em que as pessoas que conseguem espalhar ideias, quaisquer que sejam, ganham.
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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E quando eu falo acerca disto eu escolho negócios
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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porque têm as melhores imagens que podem pôr numa apresentação,
e porque é a forma mais fácil de impressionar.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Mas desculpem-me quando uso alguns destes exemplos
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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porque falo acerca de qualquer coisa que decidam investir o vosso tempo a fazer.
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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No coração de espalhar ideias está a TV e coisas como a TV.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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A TV e os media de massas fizeram com que seja muito fácil espalhar ideias de uma certa forma.
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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Eu chamo-lhe o complexo industrial da TV.
A forma de funcionar do complexo industrial da TV consiste em comprar alguns anúncios,
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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interromper algumas pessoas e assim conseguir a sua distribuição.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Usa a distribuição para conseguir vender mais produtos.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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E retira o lucro dessas vendas para comprar mais anúncios.
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 isto continua sempre à volta,
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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Da mesma forma que os complexos militar e industrial funcionaram há muito tempo.
E aquele modelo de, e ouvimos isso ontem,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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se pudéssemos apenas ir à página principal do Google,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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se conseguíssemos entender como ser promovidos ali,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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se conseguíssemos entender como agarrar alguém pela garganta,
03:16
or grab that person by the throat,
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e disser-lhe o que queremos fazer.
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 fizermos isso então todos prestarão atenção e nós ganharemos.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Bem, este complexo industrial da TV informou toda a minha infância e provavelmente a vossa.
Quero dizer, todos estes produtos tiveram sucesso porque alguém percebeu
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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como alcançar alguém de uma forma que eles não estavam à espera.
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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de um modo que eles não quereriam necessariamente com um anúncio,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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uma e outra vez até que eles comprassem.
03:40
over and over again until they bought it.
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E o que se passa aqui é que cancelaram o complexo industrial da TV.
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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E apenas nos últimos anos,
03:47
That just over the last few years,
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o que qualquer um que faz marketing descobriu
03:49
what anybody who markets
anything has discovered
anything has discovered
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é que não está a funcionar como antes.
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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Esta imagem é realmente confusa, peço desculpa, tinha uma péssima gripe quando a tirei.
Mas o produto na caixa azul no centro é da minha infância.
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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Bom. Eu vou à farmácia, estou doente, preciso de comprar medicamentos.
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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O gestor daquela marca azul, gasta 100 milhões de dólares
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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a tentar interromper-me durante um ano.
04:10
trying to interrupt me in one year.
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100 milhões de dólares interrompendo-me com anúncios na TV, em revistas e 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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cupões, espaço nas prateleiras e prémios de vendas
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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tudo para que eu possa ignorar todas as mensagens.
04:20
all so I could ignore
every single message.
every single message.
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E eu ignoro todas as mensagens porque não tenho nenhuma dor que precise aliviar.
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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Eu compro o produto da caixa amarela porque sempre o fiz.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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E não vou investir um minuto do meu tempo a resolver o seu 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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simplesmente porque não quero saber.
04:34
because I don't care.
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Cá está uma revista chamada Hydrate. São 180 páginas sobre água.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Risos)
04:41
(Laughter)
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Pois. Artigos sobre água, anúncios sobre água.
04:42
Articles about water, ads about water.
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Imaginem como seria o mundo há 40 anos
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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quando havia apenas o "Saturday Evening Post", a "Time" e a "Newsweek".
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Agora há revistas sobre água.
04:51
Now there are magazines about water.
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Novos produtos da Coca-Cola Japão, Água de Salada.
04:53
New product from Coke Japan: water salad.
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(Risos)
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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OK. A Coca-Cola Japão lança um novo produto a cada três semanas.
Por que não fazem ideia do que vai ou não funcionar.
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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Eu não podia ter escrito isto melhor. Saiu há 4 dias
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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Assinalei as partes importantes para que as pudessem ver aqui.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Eles lançaram... A Arby's vai gastar 85 milhões de dólares a promover uma luva de 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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com a voz do Tom Arnold,
05:18
with the voice of Tom Arnold,
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Na esperança que isto atraia pessoas a comprarem sanduíches de carne assada no Arby´s.
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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(Risos)
05:26
(Laughter)
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Agora, tentei imaginar o que poderá estar num anúncio de TV em animação
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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com o Tom Arnold, que vos convença a entrar no carro,
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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guiando até o outro lado da cidade para comprar uma sanduíche de carne assada.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Risos)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Este é o Copérnico, e ele tinha razão,
quando falava para quem quisesse ouvir a sua ideia.
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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O mundo gira à minha volta. Eu, eu, eu, eu, eu. A minha pessoa favorita --eu.
05:48
Me, me, me, me. My favorite person -- me.
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Eu não quero receber email de outras pessoas, quero receber "eumail".
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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(Risos)
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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Os consumidores, e não me refiro apenas aos que compram na "Safeway",
falo das que estão no departamento de Defesa que também compram algo,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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ou pessoas que conhece no "New Yorker" que podem imprimir o seu artigo.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Os consumidores não querem saber de si, não estão interessados.
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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Uma parte da razão é terem agora muito mais escolhas do que costumavam ter
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 muito menos tempo.
06:17
and way less time.
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E num mundo em que temos demasiadas escolhas
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 tão pouco tempo, o lógico a fazer é ignorar opções.
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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e a minha parábola é que se está a conduzir por uma estrada
e vê uma vaca, e continua a conduzir
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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porque já viu vacas antes.
As vacas são invisíveis. As vacas são aborrecidas.
06:35
Cows are invisible. Cows are boring.
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Quem é que vai parar, encostar e dizer -- oh, olha, uma vaca. Ninguém.
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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(Risos)
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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Mas e se a vaca for roxa --- não é um efeito especial espectacular?
Posso fazer outra vez se quiserem.
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 a vaca fosse roxa, vocês reparavam nela por um momento.
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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Quero dizer, se todas as vacas fossem roxas também ficavam aborrecidos.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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A coisa que decidirá do que se vai falar,
o que é feito, o que muda,
07:01
what gets done, what gets changed,
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o que é comprado, o que é construído,
07:03
what gets purchased, what gets built,
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é, é isto notável?
07:05
is: "Is it remarkable?"
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E notável é uma palavra muito interessante, porque pensamos que significa porreiro,
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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mas também significa que é algo que vale a pena comentar.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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E é essa essência para onde a difusão de ideias se está a dirigir.
Que dois do carros mais desejados nos EUA sejam um gigante de 55.000 dólares
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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grande o suficiente para caber um Mini na sua mala.
07:27
big enough to hold a Mini in its trunk.
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As pessoas pagam o preço total pelos dois, e o único que têm em comum
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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é que não têm nada em comum.
07:35
is that they don't have
anything in common.
anything in common.
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(Risos)
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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Todas as semanas o DVD mais vendido na América muda
Nunca é "O Padrinho", nunca é "O Mundo a Seus Pés",
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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É sempre um filme de terceira categoria com uma estrela de segunda categoria.
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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Mas a razão pela qual é número um é porque é a semana em que foi lançado.
07:56
Because it's new, because it's fresh.
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Porque é novo, porque é fresco.
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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Porque as pessoas viram-no e disseram: "Não sabia que isto existia"
e repararam nele.
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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Duas das maiores histórias de sucesso nos últimos 20 anos no retalho
um vende coisas super caras numa caixa azul,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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outra vende as coisas o mais barato possível.
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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Apenas têm em comum serem diferentes.
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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Nós estamos hoje no negócio da moda, não interessa o que fazemos para viver,
nós estamos no negócio da moda.
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 o que se passa é que as pessoas no negócio da 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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sabem o que é estar no negócio da moda, porque estão habituados.
Os restantes de nós, temos de perceber como pensar daquela forma.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Como perceber que já não se interrompem pessoas com anúncios enormes de página inteira,
08:27
How to understand
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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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ou insistindo em encontros com as pessoas.
08:32
or insisting on meetings with people.
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Mas é um processo totalmente diferente que determina quais ideias serão difundidas,
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 quais não serão.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Esta cadeira -- eles venderam um bilião de Dólares em cadeiras "Aeron"
ao reinventar o significado de vender uma cadeira.
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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Eles transformaram uma cadeira de algo que o departamento de compras adquiria,
em algo que é um símbolo de estatuto ao sentar-se no trabalho.
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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Este tipo, Lionel Poilane, o mais famoso padeiro do mundo --
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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morreu há dois meses e meio
e era um dos meus heróis e querido amigo.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Vivia em Paris. No ano passado vendeu 10 milhões de dólares em baguetes.
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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Cada pão era cozido na padaria de que era dono, por um padeiro de cada vez, num forno a lenha.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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E quando o Lionel começou a sua padaria os franceses vaiaram-no.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Eles não queriam comprar-lhe o pão. Não se parecia com baguetes.
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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Não era o que estavam à espera.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Era elegante, era notável, e devagar espalhou-se, uma pessoa de cada vez
09:25
and slowly, it spread
from one person to another person
from one person to another person
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até que finalmente, tornou-se no pão oficial dos restaurantes de 3 estrelas em Paris.
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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Agora está em Londres e exporta por "FedEx" para todo o mundo.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Os gestores costumavam fazer produtos medianos para pessoas médias.
Isso é marketing de massas.
09:42
That's what mass marketing is.
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09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
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Lime as arestas, aponte ao centro,
esse é o maior mercado.
Ignoravam os excêntricos
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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e Deus nos livre, os retardatários.
09:52
It was all about going for the center.
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Era tudo acerca de apontar para o 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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Mas num mundo onde o complexo industrial da TV está estragado
não penso que esta seja uma estratégia válida.
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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Eu penso que a estratégia a usar é não comunicar com essas pessoas
10:04
because they're really good
at ignoring you.
at ignoring you.
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porque são muito boas a ignorar.
10:06
But market to these
people because they care.
people because they care.
189
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Mas comunicar para estas pessoas por que eles se preocupam.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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Estas pessoas são obcecadas por algo.
10:14
And when you talk to them, they'll listen,
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E quando você fala eles ouvem
10:16
because they like listening --
it's about them.
it's about them.
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2619
por que gostam de ouvir -- é acerca deles.
E se tiverem sorte, eles dirão aos amigos deles
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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no resto da curva e espalhar-se-á.
10:23
and it'll spread.
194
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Espalhar-se-á para o resto da curva.
10:24
It'll spread to the entire curve.
195
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Eles têm algo que chamo "otaku" -- é uma palavra Japonesa notável.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
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3639
Descreve o desejo de alguém obcecado por exemplo,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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2998
para guiar através de Tóquio para experimentar um novo restaurante de massa,
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
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2833
10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
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por que é o que fazem. Ficam obcecados por isso.
10:38
To make a product, to market an idea,
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2357
Para fazer um produto, para comercializar uma ideia,
para que apareça qualquer problema que queiras resolver.
10:41
to come up with any problem
you want to solve
you want to solve
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sem ter a consistência de um "otaku",
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
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é quase impossível.
10:46
is almost impossible.
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621714
1222
Pelo contrário, tem de encontrar um grupo que realmente,
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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desesperadamente se preocupa com o que tem a dizer.
10:51
about what it is you have to say.
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Fale com eles e faça com que seja fácil eles dizerem aos amigos.
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
Existe um molho picante "otaku", mas não existe uma mostarda "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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2675
Existem imensos géneros de molhos picantes,
mas não existe uma grande variedade de mostardas.
11:03
and not so many kinds of mustard.
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1587
Não porque seja difícil fazer mostarda interessante
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
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2483
-- pode fazer mostarda interessante --
11:07
you could make interesting mustard --
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1791
Mas porque as pessoas não ficam obcecadas por ela,
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 assim não dizem aos seus amigos.
11:12
and thus no one tells their friends.
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1781
A "Krispy Kreme" já percebeu tudo.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
A "Krispy Kreme" tem uma estratégia, e o que fazem é,
11:16
It has a strategy, and what they do is,
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1880
entram num cidade, e falam com pessoas que são "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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e depois eles espalham a mensagem pela cidade
11:20
and then they spread through the city
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655957
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a pessoas que acabaram de atravessar a rua.
11:22
to the people who've just
crossed the street.
crossed the street.
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657903
2096
Este yoyo custa 112 doláres, mas dorme durante 12 minutos.
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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Nem todos o querem, mas eles não ligam.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Eles querem falar com pessoas que ligam, e talvez se espalhe.
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
Estes tipos fazem o rádio automóvel mais ruidoso do mundo.
11:35
These guys make the loudest
car stereo in the world.
car stereo in the world.
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11:38
(Laughter)
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673500
1976
(Risos)
11:40
It's as loud as a 747 jet.
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É tão barulhento como um jacto 747, e não pode entrar
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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2951
O carro tem vidros à prova de bala nas janelas
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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2239
por que senão o pára-brisas explodia.
11:47
But the fact remains
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682906
1303
mas o facto é que quando alguém
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
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quer pôr um par de colunas no carro,
se têm o "otaku"
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
ou ouviram por alguém que tem,
vão em frente e escolhem estes.
11:55
they go ahead and they pick this.
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1657
É realmente simples -- vende às pessoas que estão a ouvir,
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 talvez, talvez eles falem aos seus amigos.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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2322
Quando o "Steve Jobs" fala com 50.000 pessoas na apresentação pública,
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
700738
2620
que estão sintonizadas em 130 países
a ver o seu anúncio de 2 horas
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
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é a única coisa a manter a sua companhia no negócio
é que aquelas 50.000 pessoas preocupam-se desesperadamente
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
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2649
12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
238
710817
2810
para ver um anúncio de 2 horas e dizer aos seus amigos.
Os "Pearl Jam" lançaram 96 álbuns nos últimos 2 anos.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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Todos deram lucro. Como?
12:21
Every one made a profit. How?
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12:23
They only sell them on their website.
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1787
Só os vendem no seu site.
12:25
Those people who buy them have the otaku,
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2102
As pessoas que os compram no site têm o "otaku",
12:27
and then they tell their friends,
and it spreads and it spreads.
and it spreads and it spreads.
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e vão dizer aos amigos, e assim espalha-se continuamente.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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Este berço hospitalar custa 10.000 dólares, 10 vezes mais do que o normal.
Mas os hospitais estão a comprá-los mais depressa que outro modelo qualquer.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
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730082
2674
12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
732780
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O polidor de unhas "Hard Candy", não apela a todos,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
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mas as pessoas que o adoram, falam como loucos dele.
Esta tinta pode salvou a companhia de tinta "Dutch Boy",
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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gerando-lhes uma fortuna. Custa mais 35 % do que a tinta habitual.
12:49
making them a fortune.
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12:50
It costs 35 percent more
than regular paint
than regular paint
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2047
porque a "Dutch Boy" fez uma lata que a pessoas comentam, por que é notável.
12:53
because Dutch Boy made a can that people
talk about, because it's remarkable.
talk about, because it's remarkable.
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4041
Eles não fizeram apenas um novo anúncio do produto,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
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2143
eles mudaram o significado de construir um produto de tinta
12:59
they changed what it meant
to build a paint product.
to build a paint product.
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13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
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4673
"Amlhotonot.com", todos os dias 250.000 visitantes vão a este site,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
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gerido por dois voluntários, que posso dizer são muito exigentes a dar a suas pontuações e
13:10
(Laughter)
256
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(Risos)
eles não chegaram aqui por fazerem muita publicidade.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
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3048
Eles conseguiram por serem notáveis,
13:17
They got this way by being remarkable,
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2764
às vezes um pouco demasiado notáveis.
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,
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4299
Esta moldura digital tem um cabo a sair pela parte de trás,
13:26
and you plug it into the wall.
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1649
e que se liga à parede.
13:27
My father has this on his desk,
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1849
O meu Pai tem uma destas na secretária,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
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e vê os seus netos diariamente a mudar constantemente.
E todas as pessoas que entram no seu escritório
13:34
And every single person
who walks into his office
who walks into his office
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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
ouvem toda a história de como aquilo acabou na sua mesa.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
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E uma pessoa de cada vez a ideia espalha-se.
13:42
These are not diamonds, not really.
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2779
Isto não são diamantes, não mesmo.
13:45
They're made from "cremains."
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1744
São feitos das cinzas das cremações.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
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2810
Após serem cremados podem transformar-se numa jóia.
13:50
(Laughter)
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(Risos)
13:51
Oh, you like my ring? It's my grandmother.
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2286
Oh, gosta do meu anel? É a minha Avó.
(Risos)
13:54
(Laughter)
272
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13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
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É a industria com crescimento mais veloz no negócio funerário.
Mas não tem de ser o "Ozzie Osborne"
14:03
But you don't have to be Ozzie Osborne --
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2025
não tem de ser super-ultrajante para fazer isto.
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
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1214
O que tem de fazer é perceber o que é que as pessoas querem e dar-lhes.
14:08
is figure out what people
really want and give it to them.
really want and give it to them.
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2767
Um par de regras rápidas para finalizar.
14:11
A couple of quick rules to wrap up.
278
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1667
A primeira é: design é grátis quando o levas a escala.
14:13
The first one is: Design
is free when you get to scale.
is free when you get to scale.
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3719
E as pessoas que inventaram algo notável
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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habitualmente conseguem pôr o design a trabalhar para eles.
14:19
more often than not figure out
how to put design to work for them.
how to put design to work for them.
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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
Número Dois: o mais arriscado a fazer agora é ser seguro.
14:27
Proctor and Gamble knows this, right?
283
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1904
A "Proctor and Gamble" sabe isso, certo?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
284
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2048
E todo o modelo de ser a "Proctor and Gamble"
14:31
is always about average products
for average people.
for average people.
285
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2431
é sempre produtos medianos para pessoas médias.
Isto é arriscado. O mais seguro agora é ir para as pontas,
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
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2854
ser notável.
14:38
be remarkable.
288
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1163
E ser muito bom é uma das piores coisas que podes fazer.
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
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3434
Muito bom é aborrecido. Muito bom é mediano.
14:44
Very good is boring. Very good is average.
290
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2802
Não importa se está a fazer um álbum de música,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
291
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2579
ou se é um arquitecto, ou tem um curso em sociologia.
14:49
or you're an architect,
or you have a tract on sociology.
or you have a tract on sociology.
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2697
Se é muito bom, não vai funcionar, por que ninguém vai notar.
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.
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Portanto as minhas 3 histórias
14:56
So my three stories.
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14:57
Silk put a product that does not need
to be in the refrigerated section
to be in the refrigerated section
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"Silk". Eles puseram um produto que não precisa de estar na secção de refrigeração
ao lado do leite que está na secção de refrigeração.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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As vendas triplicaram. Porquê?
15:04
Sales tripled. Why?
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Leite, leite, leite, leite, leite, -- "não é leite"
15:06
Milk, milk, milk, milk, milk -- not milk.
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15:09
For the people who were there
and looking at that section,
and looking at that section,
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Para as pessoas que estavam lá e procuravam naquela secção,
15:12
it was remarkable.
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foi notável.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Eles não triplicaram as vendas com publicidade,
triplicaram a fazer algo notável.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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Aquela peça de arte notável. Não tem de gostar dela,
15:18
That is a remarkable piece of art.
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15:20
You don't have to like it,
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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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mas um cão feito de arbusto com 12 metros de altura
no meio da cidade de Nova York é notável.
15:26
is remarkable.
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15:27
(Laughter)
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O "Frank Gehry" não mudou apenas um museu,
15:28
Frank Gehry didn't just change a museum;
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mudou a economia de uma cidade inteira
15:30
he changed an entire city's economy
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desenhando um edifício que pessoas de todo o mundo vão ver.
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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15:37
Now, at countless meetings at, you know,
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Agora, nas reuniões, sabem,
15:39
the Portland City Council,
or who knows where,
or who knows where,
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da cidade de Portland, ou sabe-lá onde,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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precisamos de um arquitecto -- podemos ter o "Frank Gehry"?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Porque fez algo que estava nas pontas.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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E o meu grande falhanço? Eu lancei um inteiro
15:50
(Music)
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(Musica)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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álbum e esperava fazer um monte de álbuns
em formato "SACD" -- um novo e notável formato --
15:56
in SACD, this remarkable new format --
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15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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e eu comercializei-o directamente a pessoas com aparelhagens de 20.000 dólares.
Pessoas com aparelhagens de 20.000 dólares não gostam de música nova.
16:02
People with 20,000-dollar stereos
don't like new music.
don't like new music.
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16:07
(Laughter)
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(Risos)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Então o que tem de fazer é perceber quem é que se preocupa.
Quem é que vai levantar a mão e dizer,
16:17
Who is going to raise their hand and say,
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"Eu quero ouvir o que vão fazer a seguir,"
16:19
"I want to hear what you're doing next,"
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e vender-lhes algo.
16:21
and sell something to them.
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16:22
The last example I want to give you.
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Este é último exemplo que quero dar-vos
Este é o mapa do Soap Lake, em Washington.
16:24
This is a map of Soap Lake, Washington.
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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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Como podem ver, se isto é lado nenhum, está no meio.
16:30
(Laughter)
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(Risos)
Mas têm um lago.
16:36
But they do have a lake.
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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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E as pessoas costumavam vir de todo o lado para nadar nele.
Mas já não o fazem. E os fundadores disseram, "Temos algum dinheiro para gastar.
16:41
They don't anymore.
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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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O que podemos construir aqui?" E como todos os comités,
16:45
What can we build here?"
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16:46
And like most committees,
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eles iam construir algo bastante seguro.
16:48
they were going to build
something pretty safe.
something pretty safe.
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Aí apareceu-lhes um artista -- esta é a proposta original
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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ele quer construir uma candeeiro de lava com 16,75 metros no centro da cidade.
16:54
he wants to build a 55-foot tall
lava lamp in the center of town.
lava lamp in the center of town.
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16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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Essa é uma vaca roxa, algo que vale a pena notar.
17:02
I don't know about you,
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Eu não sei o que vocês acham, mas se o construírem eu vou lá ver.
17:04
but if they build it,
that's where I'm going to go.
that's where I'm going to go.
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17:06
Thank you very much for your attention.
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Muito obrigado pela vossa atenção.
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