TED2003
Seth Godin: How to get your ideas to spread
Seth Godin o narezanem kruhu
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V svetu prevelikega števila možnosti in premalo časa je naša najbolj očitna izbira, da preprosto ignoriramo običajne stvari. Marketinški guru Seth Godin govori zakaj so slabe ali bizarne ideje bolj uspešne pri pridobivanju naše pozornosti kot tiste dolgočasne.
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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Dal vam bom štiri natančne primere -- in na koncu bom razložil --
00:28
I'm going to cover at the end
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kako je podjetje po imenu Silk potrojilo svojo prodajo s samo eno stvarjo.
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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Kako je umetnik po imenu Jeff Koons začel na dnu in
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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pridobil ugled ter uspel zaslužiti ogromno denarja,
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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do tega, kako je Frank Gehry na novo določil, kaj pomeni biti arhitekt.
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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In ena mojih največjih polomij kot tržnik v zadnjih nekaj letih,
ustanovitev založbe, ki je izdala CD z naslovom "Omaka".
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Preden začnem, vam moram povedati o narezanem kruhu in človeku po imeni 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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Sprašujem se, kaj so rekli v 1910ih,
ko so izumili narezan kruh.
00:58
I wonder what they said?
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Največji izum po ... telegrafu ali nečem podobnem.
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Ampak mož po imenu Otto Rohwedder je izumil narezan kruh
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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in se osredotočil, tako kot večina izumiteljev, na patent in izdelavo.
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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In glavna zadeva pri izumu narezanega kruha je,
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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da prvih 15 let, ko je bil narezan kruh na voljo,
01:18
no one bought it; no one knew about it;
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ga nihče ni kupil, nihče ni vedel zanj. Bil je popolna polomija.
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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Razlog za to je, da dokler ni prišel Wonder
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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in ugotovil, kako razširiti idejo o narezanem kruhu, ga nihče ni hotel.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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To je uspeh narezanega kruha,
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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enako kot uspeh skoraj vsega, o čemer govorimo na tem srečanju,
ni vedno pomembno, kakšen je patent ali kakšna je izdelava,
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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pomembno je, če lahko svojo zamisel razširite ali ne.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Mislim, da je način, da dosežete, kar želite,
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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ali spremenite, kar želite spremeniti,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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da se spomnite načina, kako razširiti svoje ideje.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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In ni mi pomembno ali vodite lokalček,
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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ali ste intelektualec, poslovnež, ali pa balonar.
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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Mislim, da se ta koncept nanaša na vsakogar, ne glede na to, kaj počnemo.
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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Živimo v stoletju širjenja idej.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Danes zmagujejo ljudje, ki so sposobni širiti svoje ideje, kakršne koli že so.
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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Ko govorim o tem, ponavadi izberem podjetja,
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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ker delajo najboljše slike, ki jih lahko vključite v svojo predstavitev,
in ker je njihov uspeh najlaže meriti.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Rad bi, da mi oprostite, ker uporabljam te primere,
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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saj govorim o čemer koli, za kar se odločite porabiti svoj čas.
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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V osrčju širjenja idej je TV in kanali, kot je 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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TV in množični mediji so na nek način precelj olajšali širjenje idej.
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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Jaz temu pravim TV industrijski kompleks.
TV industrijski kompleks deluje takole -- vi kupite nekaj reklam --
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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zmotite nekaj ljudi -- to vam prinese distribucijo.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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To distribucijo porabite za večjo prodajo svojih produktov.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Vzamete dobiček in ga porabite za nakup še več reklam.
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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In tako se kompleks vrti
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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na isti način, kot sta delovala vojaški in industrijski kompleks že dolgo časa nazaj.
In ta model, ki smo ga že slišali --
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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če bi le lahko prišli na domačo stran Googla,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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če bi le lahko ugotovili, kako se promovirati tam,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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če bi le lahko ugotovili, kako zagrabiti tisto osebo za vrat,
03:16
or grab that person by the throat,
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in jim povedali, kaj hočemo delati.
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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Če bi storili to, bi dobili pozornost vseh in bi zmagali.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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No, ta TV industrijski kompleks je informiral moje celotno otroštvo in najbrž tudi vaše.
Hočem reči, da so vsi ti produkti uspeli, ker je nekdo ugotovil,
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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kako doseči ljudi na način, ki ga niso pričakovali,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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na način, ki ga niso nujno želeli v oglasu,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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spet in spet in spet -- dokler ga niso kupili.
03:40
over and over again until they bought it.
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In zgodilo se je, da so odpovedali TV industrijski kompleks.
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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Samo v zadnjih letih
03:47
That just over the last few years,
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je vsakdo, ki karkoli trži, ugotovil,
03:49
what anybody who markets
anything has discovered
anything has discovered
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da kompleks ne deluje, kot je deloval včasih.
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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Ta slika je meglena, se opravičujem, prehlajen sem bil, ko sem slikal.
Ampak izdelek v modri škatli v sredini je moj fokus.
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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Torej, grem v lekarno, bolan sem, potrebujem zdravila.
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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Vodja blagovne znamke tega modrega izdelka je porabil 100 milijonov dolarjev v enem letu,
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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da bi me zmotil.
04:10
trying to interrupt me in one year.
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100 milijonov dolarjev, da bi pritegnil mojo pozornost s TV oglasi in tiskanimi oglasi in neželeno pošto
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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in kuponi in popusti in bonusi --
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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za to, da sem lahko ignoriral čisto vsako sporočilo.
04:20
all so I could ignore
every single message.
every single message.
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In vsako sporočilo sem ignoriral, ker nimam problema z bolečinami.
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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Kupujem zadevo v rumeni škatli, ker sem jo vedno kupoval.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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In ne bom vložil niti minute mojega časa, da bi rešil njen problem,
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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ker me preprosto ne zanima.
04:34
because I don't care.
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Tu je revija z naslovom Hidriraj. 180 strani o vodi.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Smeh)
04:41
(Laughter)
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Torej, članki o vodi, oglasi o vodi.
04:42
Articles about water, ads about water.
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Predstavljajte si, kakšen je bil svet pred 40 leti,
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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ko so obstajali samo Saturday Evening Post in Time in Newsweek.
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Sedaj imamo revije o vodi.
04:51
Now there are magazines about water.
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Novi produkt podjetja Coke Japan -- vodna solata.
04:53
New product from Coke Japan: water salad.
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(Smeh)
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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V redu, Coke Japan lansira nov produkt vsake tri tedne.
Ker nimajo pojma, kaj bo delovalo in kaj ne.
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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Tega še sam ne bi mogel napisati bolje. Objavljeno je bilo pred štirimi dnevi --
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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Obkrožil sem pomembne dele, ki jih lahko vidite.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Objavili so -- Arby bo porabil 85 milijonov dolarjev za promocijo rokavice za pečenje --
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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z glasom Toma Arnolda,
05:18
with the voice of Tom Arnold,
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v upanju, da bo to pripeljalo ljudi v Arby, da si kupijo sendvič s pečeno govedino.
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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(Smeh)
05:26
(Laughter)
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Poskušal sem si predstavljati, kaj bi lahko bilo v animiranem TV oglasu
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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s Tomom Arnoldom, ki bi vas prepričalo, da se usedete v svoj avto,
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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zapeljete čez mesto in kupite sendvič s pečeno govedino.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Smeh)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Tole je Kopernik in on je imel prav,
ko je govoril z vsemi, ki morajo slišati vašo idejo.
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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Svet se vrti okrog mene. Jaz, jaz, jaz, jaz, jaz. Moja najljubša oseba -- jaz.
05:48
Me, me, me, me. My favorite person -- me.
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Nočem dobiti e-maila od kogar koli, hočem dobiti zame-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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(Smeh)
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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Potrošniki, in ne mislim samo ljudi, ki kupujejo v Mercatorju,
mislim na ljudi v Ministrstvu za obrambo, ki bi lahko kaj kupili,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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ali ljudi na Delu, ki bi lahko natisnili vaš članek.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Potrošnika sploh ne zanimate, preprosto ga ne zanimate.
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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Razlog je delno, da imajo veliko več izbire kot včasih
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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in veliko manj časa.
06:17
and way less time.
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In v svetu, kjer imamo preveč izbire
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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in premalo časa -- je logična odločitev, da stvari ignoriramo.
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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Kar hoče povedati je -- če se peljete po cesti
in vidite kravo, se peljete naprej,
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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ker ste že videli krave.
Krave so nevidne. Krave so dolgočasne.
06:35
Cows are invisible. Cows are boring.
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Kdo se bo ustavil in rekel -- o, poglej, krava. Nihče.
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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(Smeh)
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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Kaj pa če bi bila krava vijolična -- ni to super efekt?
Lahko še enkrat ponovim, če hočete.
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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Če bi bila krava vijolična, bi jo za nekaj časa opazili.
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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Hočem reči, če bi bile vse krave vijolične, bi vas tudi one dolgočasile.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Kar odloča, o čem se govori,
kaj se naredi, kaj se spremeni,
07:01
what gets done, what gets changed,
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kaj se kupi, kaj se izgradi,
07:03
what gets purchased, what gets built,
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je -- ali je izjemno?
07:05
is: "Is it remarkable?"
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In izjemno je res super beseda; mislimo, da pomeni samo dobro,
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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ampak pomeni tudi, da je izjema, o kateri se splača govoriti.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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In to je bistvo širjenja idej.
Od dveh najbolj zaželenih avtomobilov v ZDA je eden velikan vreden 55.000 dolarjev,
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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dovolj velik, da spravi Minija v svoj prtljažnik.
07:27
big enough to hold a Mini in its trunk.
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Ljudje plačujejo polno ceno za oba in edina stvar, ki jima je skupna,
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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je, da nimata nič skupnega.
07:35
is that they don't have
anything in common.
anything in common.
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(Smeh)
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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Vsak teden se številka ena anjbolj prodanih DVD-jev v ZDA spremeni.
Nikoli to ni Boter ali Državljan Kane,
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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vedno je nek tretjerazredni film z drugorazredno zvezdo.
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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Številka ena je, ker je tisti teden izšel.
07:56
Because it's new, because it's fresh.
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Ker je nov, ker je svež.
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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Ker so ga ljudje videli in rekli -- nisem vedel, da obstaja --
in so ga opazili.
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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Dva največjih uspehov zadnjih 20 let na področju trgovine --
eden prodaja super drage stvari v modri škatli,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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in drugi prodaja najbolj možno poceni stvari.
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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Edino, kar imata skupno, je, da sta drugačna.
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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Sedaj smo v modni industriji, ne glede na to, kaj počnemo v življenju,
smo v modni industriji.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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In ljudje v modni industriji
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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vedo kako je tam, ker so tega navajeni.
Ostali moramo ugotoviti, kako razmišljati na ta način.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Kako razumeti da poanta ni v tem, da zmotiš ljudi z velikimi celostranskimi oglasi
08:27
How to understand
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1222
08:28
that it's not about interrupting
people with big full-page ads,
people with big full-page ads,
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ali vztrajaš pri sestankih z ljudmi.
08:32
or insisting on meetings with people.
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Popolnoma drugačen proces določa, katere ideje se razširjajo
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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in katere ne.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Ta stol -- prodali so za milijardo dolarjev Aeron stolov
s tem, da so na novo izumili, kaj pomeni prodajati stole.
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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Spremenili so stol iz nečesa, kar je kupil nabavni oddelek,
v statusni simbol, ki kaže, kje sedite na delovnem mestu.
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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Ta možak, Lionel Poilane, najbolj slaven pek na svetu --
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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umrl je pred dvema mescema in pol,
in bil je moj heroj in zelo dober prijatelj.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Živel je v Parizu. Lansko leto je prodal za 10 milijonov dolarjev francoskega kruha.
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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Vsaka štruca je bila spečena v njegovi pekarni, v krušni peči in spekel jo je le en pek.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Ko je Lionel odprl svojo pekarni, so jo Francozi spljuvali.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Niso hoteli kupovati njegovega kruha. Ni izgledal kot "francoski kruh".
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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Ni bil to, kar so pričakovali.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Bil je urejen, izstopajoč, in počasi se je razširil od enega človeka do drugega,
09:25
and slowly, it spread
from one person to another person
from one person to another person
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dokler končno ni postal uradni kruh pariških restavracij s tremi zvezdicami.
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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Sedaj je v Londonu in FedEx razpošilja njegov kruh po svetu.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Včasih so tržniki delali povprečne produkte za povprečne ljudi.
To je množični marketing,
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.
182
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4128
Ublaži robove in ciljaj na sredino,
to je veliki trg.
Ignorirali so piflarje
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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in bog pomagaj, zamudnike.
09:52
It was all about going for the center.
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1976
Vse je bilo usmerjeno na sredino.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
185
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3168
Ampak v svetu, kjer je TV industrijski kompleks ovržen,
menim, da to ni več strategija, ki jo hočemo uporabljati.
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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2620
10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
187
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Mislim, da je strategija, ki jo hočemo uporabljati, da ne tržimo tem ljudem,
10:04
because they're really good
at ignoring you.
at ignoring you.
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saj so zelo dobri pri ignoriranju.
10:06
But market to these
people because they care.
people because they care.
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2754
Tržimo ljudem, ki jim ni vseeno.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
190
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To so ljudje, ki so obsedeni z nečim.
10:14
And when you talk to them, they'll listen,
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In ko govorite, vas bodo poslušali,
10:16
because they like listening --
it's about them.
it's about them.
192
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2619
ker radi poslušajo -- gre se za njih.
In če imate srečo, bodo povedali svojim prijateljem --
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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3955
preostalim na krivulji -- in ideja se bo širila.
10:23
and it'll spread.
194
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1187
Razširila se bo po celotni krivulji.
10:24
It'll spread to the entire curve.
195
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1779
Oni imajo nekaj, čemur jaz pravim "otaku" -- to je odlična japonska beseda.
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
Opisuje željo nekoga, ki je obseden,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
197
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2998
da se pelje čez cel Tokio in preiskusi novo restavracijo z rezanci,
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.
199
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2572
ker to pač počnejo. Obsedeni so.
10:38
To make a product, to market an idea,
200
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2357
Izdelati produkt, tržiti idejo,
identificirati kateri koli problem, ki ga želite rešiti,
10:41
to come up with any problem
you want to solve
you want to solve
201
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2096
to nima pristojnosti pri "otaku",
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
202
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3309
skoraj nemogoče je.
10:46
is almost impossible.
203
621714
1222
Namesto tega najdite skupino ki ji resnično,
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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3642
obupano ni vseeno, kaj imate za povedati.
10:51
about what it is you have to say.
205
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1643
Govorite z njimi in jim olajšajte, da povejo svojim prijateljem.
10:53
Talk to them and make it easy
for them to tell their friends.
for them to tell their friends.
206
628634
3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
207
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3444
Obstajajo pekoča omaka otaku, ampak ne obstaja gorčica otaku.
11:00
That's why there's lots and lots
of kinds of hot sauces,
of kinds of hot sauces,
208
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2675
Zato je ogromno vseh mogočih pekočih omak
in ne tako veliko različnih gorčic.
11:03
and not so many kinds of mustard.
209
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1587
Ne zato, ker bi bilo težko narediti zanimivo gorčico
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
210
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2483
-- lahko naredite zanimivo gorčico --
11:07
you could make interesting mustard --
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1791
Ampak ljudi ne zanima, ker nihče ni obseden z njo
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
in posledično nihče ne pove svojim prijateljem.
11:12
and thus no one tells their friends.
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1781
Krispy Kreme je ugotovil celo zadevo.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
214
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2379
Krispy Kreme ima strategijo --
11:16
It has a strategy, and what they do is,
215
651222
1880
vstopijo v mesto in govorijo z ljudmi, ki imajo 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
in nato oni razširijo idejo po mestu
11:20
and then they spread through the city
217
655957
1922
ljudem, ki so pravkar prečkali cesto.
11:22
to the people who've just
crossed the street.
crossed the street.
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657903
2096
Ta jojo stane 112 dolarjev, ampak binglja 12 minut.
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
Saj ga nočejo vsi, ampak njim je vseeno.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Hočejo govoriti z ljudmi, ki jih zanima in morda se bo razširilo.
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
Ti fantje delajo najglasnejše avto ozvočenje na svetu.
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
(Smeh)
11:40
It's as loud as a 747 jet.
224
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2144
Glasno je kot 747 letalo, ne morete vstopiti,
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
225
677668
2951
avto ima neprebojna stekla na oknih,
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
226
680643
2239
ker bi jih drugače razneslo.
11:47
But the fact remains
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682906
1303
Ampak dejstvo je, da ko nekdo želi vgraditi
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
dva zvočnika v svoj avto,
če imajo 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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687391
3000
ali so slišali od nekoga, ki ga ima,
bodo izbrali to ozvočenje.
11:55
they go ahead and they pick this.
230
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Čisto preprosto je -- če prodajate ljudem, ki poslušajo,
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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2991
mogoče, samo mogoče ti ljudje povejo svjoim prijateljem.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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695111
2322
Torej ko Steve Jobs govori 50.000 ljudem v svojem nagovoru,
12:02
So when Steve Jobs talks
to 50,000 people at his keynote,
to 50,000 people at his keynote,
233
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3257
12:05
who are all tuned in from 130 countries
234
700738
2620
ki poslušajo v 130 državah
in gledajo njegovo dveurno reklamo --
12:08
watching his two-hour commercial --
235
703382
2094
12:10
that's the only thing keeping
his company in business --
his company in business --
236
705500
2620
to je edina stvar, ki drži podjetje pokonci --
teh 50.000 je tako obupano zainteresiranih,
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 gledajo dveurni oglas in nato povejo svojim prijateljem.
Pearl Jam so izdali 96 albumov v zadnjih dveh letih.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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2681
Vsi so bili dobičkonosni. Kako?
12:21
Every one made a profit. How?
240
716356
2357
12:23
They only sell them on their website.
241
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1787
Prodajajo jih samo na svoji spletni strani.
12:25
Those people who buy them have the otaku,
242
720548
2102
Tisti ljudje, ki jih kupujejo na spletni strani, imajo 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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3053
in nato povedo svojim prijateljem in zadeva se širi in širi.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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725751
3958
Ta bolniški voziček stane 10.000 dolarjev, desetkrat več kot navadni.
Ampak bolnice ga kupujejo hitreje kot kateri koli drugi model.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
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2674
12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
732780
2696
Lak Hard Candy ni všeč vsem,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
247
735500
3479
ampak ljudje, ki jim je, o njem govorijo kot nori.
Ta pločevinka barve tu je rešila podjetje Dutch Boy
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
248
739003
5643
in jim zagotovila bogastvo. Stane 35 odstotkov več kot navadna barva,
12:49
making them a fortune.
249
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1289
12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
ker je Dutch Boy naredil pločevinko, o kateri lahko ljudje govorilo, ker je izjemna.
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
Niso samo dali nove reklame na izdelek,
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
spremenili so način, kako izdelati produkt na področju barve.
12:59
they changed what it meant
to build a paint product.
to build a paint product.
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2493
13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
254
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4673
Amlhotornot.com -- vsak dan to stran obišče 250.000 ljudi,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
255
761500
3976
upravljata jo dva prostovoljca in lahko vam povem, da sta stroga ocenjevalca.
13:10
(Laughter)
256
765500
3810
(Smeh)
Tako daleč nista prišla z oglaševanjem.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
257
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3048
Tako daleč sta prišla, ker sta izjemna,
13:17
They got this way by being remarkable,
258
772406
2764
včasih malo preveč izjemna.
13:20
sometimes a little too remarkable.
259
775194
1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
260
776983
4299
Ta okvir ima zadaj kabel,
13:26
and you plug it into the wall.
261
781306
1649
ki ga vključite v steno.
13:27
My father has this on his desk,
262
782979
1849
Moj oče ima ta okvir na mizi
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
263
784852
4436
in vsak dan vidi slike svojih vnukov, ki se spreminjajo.
In vsak, ki vstopi v njegovo pisarno,
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
sliši celotno zgodbo, kako je ta stvar končala na njegovi mizi.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
266
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2640
Z vsakim človekom se ideja širi.
13:42
These are not diamonds, not really.
267
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2779
Tole dejansko niso diamanti.
13:45
They're made from "cremains."
268
800732
1744
Narejeni so iz ostankov pri kremiranju.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
269
802827
2810
Po tem, ko ste kremirani, lahko iz sebe naredite nakit.
13:50
(Laughter)
270
805661
1047
(Smeh)
13:51
Oh, you like my ring? It's my grandmother.
271
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2286
Oh, vam je všeč moj prstan? To je moja babica.
(Smeh)
13:54
(Laughter)
272
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5689
13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
273
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2984
Najhitreje rastoči posel v celotni industriji mrtvašnic.
Ampak ni treba biti Ozzie Osborne --
14:03
But you don't have to be Ozzie Osborne --
274
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2025
ni treba biti super nezaslišani, da naredite to.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
275
820293
2286
14:07
What you have to do
276
822603
1214
Kar morate narediti, je ugotoviti, kaj ljudje resnično hočejo in jim to dati.
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
Nekaj hitrih pravil, da zaokrožim.
14:11
A couple of quick rules to wrap up.
278
826632
1667
Prvo pravilo: dizajn je zastonj pri velikem obsegu.
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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In ljudje, ki so si izmislili izjemne stvari,
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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pogosto ugotovijo, kako narediti dizajn, ki bo delal za njih.
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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14:22
Number two: The riskiest thing
you can do now is be safe.
you can do now is be safe.
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Pravilo številka dve: Najbolj rizična stvar, ki jo lahko naredite danes, je varnost.
14:27
Proctor and Gamble knows this, right?
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Proctor in Gamble to ve.
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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Celoten model biti Proctor in Gamble
14:31
is always about average products
for average people.
for average people.
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je vedno temeljil na povprečnih produktih za povprečne ljudi.
To je tvegano. Varna stvar danes je biti na robu,
14:34
That's risky.
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14:35
The safe thing to do now
is to be at the fringes,
is to be at the fringes,
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biti izjemen.
14:38
be remarkable.
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In biti zelo dober je ena najslabših stvari, ki jih lahko naredite.
14:40
And being very good is one
of the worst things you can possibly do.
of the worst things you can possibly do.
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Zelo dobro je dolgočasno. Zelo dobro je povprečno.
14:44
Very good is boring. Very good is average.
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Vseeno je, ali snemate glasbeni album
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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ali ste arhitekt ali imate traktat o sociologiji.
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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Če je zelo dober, ne bo deloval, ker ga nihče ne bo opazil.
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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Torej moje tri zgodbe.
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. Postavite izdelek, ki ne rabi biti v hladilniku,
poleg mleka v hladilniku.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Prodaja se je potrojila. Zakaj?
15:04
Sales tripled. Why?
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Mleko, mleko, mleko, mleko, mleko -- ne mleko.
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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Za ljudi, ki so bili na tem oddelku,
15:12
it was remarkable.
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je bilo to izjemno.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Prodaje niso potrojili z oglaševanjem,
potrojili so jo s tem, da so naredili nekaj izjemnega,
15:16
they tripled it by doing
something remarkable.
something remarkable.
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To je izjemna umetnina. Ni treba, da vam je všeč,
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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ampak 12 metrov visok pes iz grmovja
sredi New Yorka je izjemen.
15:26
is remarkable.
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15:27
(Laughter)
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Frank Gehry ni spremenil samo muzeja,
15:28
Frank Gehry didn't just change a museum;
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spremenil je gospodarstvo celotnega mesta
15:30
he changed an entire city's economy
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z oblikovanjem ene stavbe, ki jo ljudje s celega sveta hočejo videti.
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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Sedaj ob nešteto sestankih
15:39
the Portland City Council,
or who knows where,
or who knows where,
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Sveta Portland City ali kjerkoli že,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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rečejo -- potrebujemo arhitekta, lahko dobimo Franka Gehry-ja?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Ker on je naredil nekaj izjemnega.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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In moj veliki neuspeh? Izdal sem celoten
15:50
(Music)
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(Glasba)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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glasbeni album in upal na še mnogo drugih,
v SACD formatu -- tem izjemnem novem formatu --
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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in ga tržil neposredno ljudem z 20.000 dolarjev vrednimi stereo sistemi.
Ljudje z 20.000 dolarjev vrednimi sistemi ne marajo nove glasbe.
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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(Smeh)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Ugotoviti morate, komu ni vseeno.
Kdo bo dvignil roko i rekel:
16:17
Who is going to raise their hand and say,
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"Hočem slišati kaj nameravate početi v prihodnosti"
16:19
"I want to hear what you're doing next,"
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in prodati nekaj njim.
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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Zadnji primer, ki vam ga hočem predstaviti.
To je zemljevid mesta Soap Lake v Washingtonu.
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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In lahko vidite, če je to bogu za hrbtom, je mesto prav na sredini tega.
16:30
(Laughter)
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(Smeh)
Ampak imajo pa jezero.
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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In ljudje so včasih prihajali kilometre daleč, da so lahko plavali v jezeru.
Sedaj ne več. In mesnti veljaki so rekli: "Imamo nekaj denarja.
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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Kaj lahko zgradimo tukaj?" In kot večina odborov
16:45
What can we build here?"
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16:46
And like most committees,
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so hoteli zgraditi nekaj varnega.
16:48
they were going to build
something pretty safe.
something pretty safe.
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Nato pa je prišel umetnik -- to je dejanska umetnikova slika --
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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in rekel, da hoče zgraditi 16 metrov visoko lava luč v centru mesta.
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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To je vijolična krava, to je nekaj, kar je vredno videti.
17:02
I don't know about you,
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Ne vem za vas, a če je bodo zgradili, jo jaz grem pogledat.
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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Hvala za vašo pozornost.
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