TED2003
Seth Godin: How to get your ideas to spread
Seth Godin a krájený chléb
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Ve světě, kde máme tolik možností a tak málo času, je jasná volba všední věci prostě ignorovat. Marketingový guru Seth Godin vysvětluje proč, když přijde na naši pozornost, jsou špatné nebo bizarní nápady mnohem úspěšnější než ty nudné.
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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Ukážu Vám čtyři konkrétní příklady -- a jejich odkrytí si nechám až na konec --
00:28
I'm going to cover at the end
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o tom, jak společnost Silk ztrojnásobila své tržby tím, že dělala jednu věc.
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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Jak začal neznámý umělec Jeff Koons
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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vydělávat spoustu peněz a mít velký společenský vliv,
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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jak Frank Gehry znovu definoval, co to znamená být architektem.
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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A jednu z mých největších chyb jako marketingového profesionála z posledních let
nahrávací společnost, která měla CD pojmenované „Omáčka.“
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Ale ještě předtím, Vám musím říct o krájeném chlebu a chlapíkovi jménem 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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Před tím než byl po roce 1910 krájený chléb vynalezen...
Zajímalo by mě, co že to vlastně říkali?
00:58
I wonder what they said?
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Největší vynález od dob... telegrafu nebo tak něco.
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Ale tento chlapík Otto Rohwedder vynalezl krájený chléb,
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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a zaměřil se, stejně tak jako to udělalo mnoho vynálezců, na část patentování a výroby.
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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Situace okolo vynálezu krájeného chleba se má takto --
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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prvních 15 let poté, co byl krájený chléb dostupný,
01:18
no one bought it; no one knew about it;
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si ho nikdo nekoupil, nikdo o něm nevěděl. Bylo to kompletní a celkové selhání.
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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A důvodem je to, že než Wonder přišel a zjistil,
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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jak šířit myšlenku krájeného chleba, tak ho nikdo nechtěl.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Úspěch krájeného chleba,
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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stejně jako úspěch téměř všeho o čem jsme mluvili na této konferenci,
není vždy jen o patentu, nebo o výrobním procesu,
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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ale o tom, zdali dokážeš svůj nápad šířit, nebo 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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A myslím si, že způsob, jak se dostat k tomu, co chceš,
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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nebo vyvolat změnu, je,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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že musíš přijít na způsob, jak svojí myšlenku šířit.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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A nezáleží na tom, zda otvíráte obchod s kávou
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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nebo jestli jste intelektuál, nebo podnikatel, nebo jestli lítáte s horkovzdušným balónem.
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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Myslím si, že toto všechno platí pro kohokoliv, bez ohledu na to, co děláte.
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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Žijeme ve století „šíření myšlenek.“
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Lidé, kteří dokážou šířit myšlenky, bez ohledu na to jaké, vítězí.
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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A když o tom mluvím, většinou si vybírám byznys
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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protože dělají nejlepší obrázky, které si můžete dát do prezentace,
je to nejjednodušší způsob, jak skórovat.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Ale odpusťte mi za to, že používám tyto příklady
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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které mluví o něčem, čemu byste se rozhodně ve vlastním čase nevěnovali.
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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Centrem šíření myšlenek je televize a podobné věci.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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Televize a masmédia skutečně zjednodušily určitý způsob šíření myšlenek.
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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Já tomu říkám tomu „televizní komplex.“
„Televizní komplex“ funguje tak, že si koupíte nějakou reklamu --
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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oslovíte nějaké lidi -- a to Vám získá distribuci.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Používáte distribuci k tomu, abyste prodali více produktů.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Vezmete výdělek a koupíte další reklamy.
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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A takhle to jde pořád dokola a dokola,
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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stejným způsobem, jak kdysi dávno fungoval vojenský a průmyslový komplex.
A ten model, který jsme slyšeli včera,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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pokud bychom se dokázali dostat na domovskou stránku Google,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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pokud bychom vymysleli, jak se zde prezentovat,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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kdybychom jen přišli na to, jak chytnout tu osobu pod krkem,
03:16
or grab that person by the throat,
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a říci jí o tom, co chceme dělat.
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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Pokud bychom to udělali, každý by nám věnoval pozornost, a mohli bychom vyhrát.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Ano, tento „televizní komplex“ mě informoval celé dětství a Vás pravděpodobně také.
Všechny tyto produkty uspěly, protože někdo přišel na to,
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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jak se dotknout lidí, způsobem, který nečekají,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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způsobem jakým to dělá reklama,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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stále dokola a dokola, než si to koupí.
03:40
over and over again until they bought it.
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Ale stalo se to, že „televizní komplex" zrušili.
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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Během posledních několika let,
03:47
That just over the last few years,
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každý, kdo něco propaguje, zjistil,
03:49
what anybody who markets
anything has discovered
anything has discovered
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že už to nefunguje tak, jak dříve.
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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Tento obrázek je opravdu nejasný, omlouvám se, měl jsem rýmu, když jsem to fotil.
Ale ten produkt v modré krabičce, uprostřed, je moje záchrana.
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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Jdu do lékárny, jsem nemocný, potřebuji si koupit nějaký lék.
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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Brand manažer těchto modrých produktů utratil 100 milionů dolarů,
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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aby mě oslovil během jednoho roku.
04:10
trying to interrupt me in one year.
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100 milionů dolarů mě oslovuje z reklamy v televizi, z magazínů a spamu,
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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kupónů, z regálových slev --
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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až tak, že bych mohl ignorovat každou jednotlivou zprávu.
04:20
all so I could ignore
every single message.
every single message.
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A já každou zprávu ignoroval, protože nemám žádný bolestivý problém.
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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Koupil jsem si věc ve žluté krabičce, protože jsem ji kupoval vždy.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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A nebudu investovat ani minutu svého času, abych vyřešil její problém,
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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protože mě to nezajímá.
04:34
because I don't care.
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Tady je magazín „Hydratace“. Je to 180 stránek o vodě.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(smích)
04:41
(Laughter)
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Správně. Články o vodě, reklamy o vodě.
04:42
Articles about water, ads about water.
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Představte si svět před 40-ti lety,
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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když byly jenom „Saturday Evening Post“ a „Time“ a „Newsweek.“
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Nyní jsou zde magazíny o vodě.
04:51
Now there are magazines about water.
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Nový produkt Coke Japan -- „vodní salát.“
04:53
New product from Coke Japan: water salad.
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(smích)
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. Coke Japan přichází s novým produktem každé tři týdny.
Protože nemají představu o tom, co funguje a co 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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Nemohl jsem to napsat lépe. Vyšlo to před čtyřmi dny --
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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Označil jsem důležité části, ať je můžete vidět.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Už je na trhu... Arby's plánuje utratit 85 miliónů za propagaci trouby
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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s hlasem Toma Arnolda,
05:18
with the voice of Tom Arnold,
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doufajíce, že to přinutí lidi, aby šli k Arby's a koupili si hovězí sendvič.
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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(smích)
05:26
(Laughter)
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Snažil jsem se představit, jak by musela vypadat reklama
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 Tomem Arnoldem, aby Vás dostala do auta
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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abyste jeli přes město a koupit hovězí sendvič.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(smích)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Toto je Mikuláš Koperník a měl pravdu,
když mluvil ke každému, kdo potřebuje slyšet Vaši myšlenku.
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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Svět se točí kolem mě. Já, já já, já, já... Moje oblíbená osoba -- já.
05:48
Me, me, me, me. My favorite person -- me.
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Nechci dostávat email od nikoho, já chci dostávat „svůjmail.“
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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(smích)
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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Takže zákazníci, a nemyslím jen ti, kteří nakupují v Safeway,
myslím lidi z ministerstva obrany, kteří si mohou koupit cokoliv
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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nebo lidé v New Yorkeru, kteří mohou otisknout Váš článek.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Zákazníci se o Vás vůbec nezajímají.
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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Důvodem je -- mají mnohem více možností, než využijí,
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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a mnohem méně času.
06:17
and way less time.
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A ve světě, kde máme příliš mnoho možností,
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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a tak málo času, je samozřejmé věci ignorovat.
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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A moje přirovnání je -- jedete dolů po cestě,
uvidíte krávu, a pokračujete dál,
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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protože krávy jste viděli už předtím.
Krávy jsou neviditelné. Krávy jsou nudné.
06:35
Cows are invisible. Cows are boring.
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Kdo se zastaví a řekne -- hele, koukej, kráva. Nikdo.
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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(smích)
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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Ale pokud by kráva byla fialová -- není to skvělý efekt?
Mohu to udělat ještě jednou, pokud chcete.
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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Pokud by byla kráva fialová, poznali byste to.
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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Ovšem, pokud by byly všechny krávy fialové, také by to nudilo.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Jde o to, aby se rozhodlo, o čem se bude mluvit,
co se udělá, co se změní,
07:01
what gets done, what gets changed,
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co se koupí, co se postaví,
07:03
what gets purchased, what gets built,
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je -- je to pozoruhodné?
07:05
is: "Is it remarkable?"
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A pozoruhodný je opravdu to pravé slovo, protože si myslíme, že to znamená krásný,
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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ale zároveň to znamená -- stojí to za zmínku.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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A to je jádrem šíření myšlenek.
Dvě z nejžádanějších aut ve Spojených státech stojí 55 000 dolarů,
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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jedno velké natolik, že by mohlo mít to Mini v kufru.
07:27
big enough to hold a Mini in its trunk.
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Lidé zaplatí plnou cenu za obě, a jediné, co mají společného
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, že nemají nic společného.
07:35
is that they don't have
anything in common.
anything in common.
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(smích)
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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Každý týden se mění nejprodávanější DVD v Americe.
A nikdy to není „Kmotr“, nikdy to není „Občan Kane“.
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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Vždy je to nějaký céčkový film s béčkovou hvězdou.
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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A důvodem pro umístění je to, že to vyšlo daný týden.
07:56
Because it's new, because it's fresh.
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Je to nové, protože je to čerstvé.
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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Lidé to viděli a řekli -- Netušil jsem, že to tady bylo --
a zaznamenali to.
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 nejúspěšnější příběhy za posledních 20 let v maloobchodě.
První prodával věci, které jsou super-drahé v modré krabičce,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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a druhý prodával věci tak levně, jak to jen šlo.
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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Měly společnou jedinou věc, byly odlišné.
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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Dnes podnikáme s módou, nezáleží na tom, čím se živíte,
prostě podnikáme s módou.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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A je to tak, že lidé podnikající s módou ví,
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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jaké je to podnikat s módou, protože jsou na to zvyklí.
My ostatní musíme přijít na to, jak myslet stejným způsobem.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Není to o oslovování lidi pomocí celostránkových reklam,
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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nebo o vynucených setkáních s lidmi.
08:32
or insisting on meetings with people.
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Je to úplně jiný typ postupu, který určuje, jaké nápady se rozšíří,
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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a jaké ne.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Tato židle - Aeron - prodali jich za miliardu dolarů
znovuobjevením toho, co to znamená prodat židli.
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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Transformovali židli z něčeho, co koupí oddělení nákupu,
na něco, co je symbolem společenského postavení tam, kde pracujete.
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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Tento chlapík, Lionel Poullain, nejslavnější pekař na světě --
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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zemřel před dvěma a půl měsíci,
byl to můj hrdina a drahý přítel.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Žil v Paříži. V loňském roce prodal francouzský chléb za 10 miliónů dolarů.
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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Každý bochník upečený v jeho pekárně, jedním pekařem, ve dřevem vytápěné peci.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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A když Lionel začal s pekárnou, Francouzi to bojkotovali.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Nechtěli si koupit jeho chléb. Nevypadal jako „francouzský chléb.“
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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Nebylo to, co očekávali.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Bylo to hezké, bylo to pozoruhodné, a tak se to pomalu šířilo z jedné osoby na druhou
09:25
and slowly, it spread
from one person to another person
from one person to another person
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až se nakonec jeho chléb se podával v tříhvězdičkových restauracích v Paříži.
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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Nyní je v Londýně a díky FedExu po celém světě.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Marketéři byli zvyklí dělat průměrné produkty pro průměrné lidi.
A to je podstata hromadného marketingu.
09:42
That's what mass marketing is.
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1793
09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
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4128
Zahladit hrany a soustředit se do středu,
to je ten velký trh.
Ignorovali by geeky,
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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a, bože odpusť, opozdilce.
09:52
It was all about going for the center.
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1976
Vše bylo o tom soustředit se na střed.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
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Ale ve světě, kde neexistuje „televizní komplex“,
už tuto strategii nechceme používat.
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
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3774
Strategii, kterou chceme používat, není zaměřit se na tyto lidi,
10:04
because they're really good
at ignoring you.
at ignoring you.
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2286
protože oni vás ignorují.
10:06
But market to these
people because they care.
people because they care.
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Ale zaměřit se na lidi, kteří mají zájem.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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3665
Tito lidé jsou něčím posedlí...
10:14
And when you talk to them, they'll listen,
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A pokud k nim budete mluvit, budou poslouchat.
10:16
because they like listening --
it's about them.
it's about them.
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2619
protože rádi poslouchají -- o tom to je.
A pokud máte štěstí, řeknou to svým kamarádům
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
na zbytku křivky a šíří se to.
10:23
and it'll spread.
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1187
Rozšíří se to na celou křivku.
10:24
It'll spread to the entire curve.
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599577
1779
Mají něco, čemu říkám „otaku“ -- výborné japonské slovo.
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
Popisuje touhu někoho, kdo je posedlý, říci,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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605043
2998
že jel přes Tokyo, aby vyzkoušel nové syrové nudle Ramen,
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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2572
protože to je to, co dělají. Jsou tím posedlí.
10:38
To make a product, to market an idea,
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2357
Vytvořit produkt, prodat myšlenku,
přijít s jakýmkoliv problémem, který chcete vyřešit,
10:41
to come up with any problem
you want to solve
you want to solve
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a nemít nic společného s otaku,
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
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je téměř nemožné.
10:46
is almost impossible.
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621714
1222
Místo toho, musíte najít skupinu, která se
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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3642
zoufale zajímá o to, co chcete říci.
10:51
about what it is you have to say.
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1643
Mluvte s nimi a udělejte jim to jednodušší, tak aby to řekli svým přátelům.
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
Máme tady pálivou omáčku otaku, ale není tady žádná hořčice 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
Proto, je tady mnoho a mnoho druhů pálivých omáček,
a ne moc druhů hořčic.
11:03
and not so many kinds of mustard.
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1587
Ne protože je těžké vyrobit zajímavou hořčici
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
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2483
-- můžete vyrobit zajímavou hořčici --
11:07
you could make interesting mustard --
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1791
ale protože tím nikdo není posedlý
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
tudíž to nikdo neřekne svým kamarádům.
11:12
and thus no one tells their friends.
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1781
V Krispy Kreme na to přišli.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
Krispy Kreme následuje tuto strategii -
11:16
It has a strategy, and what they do is,
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1880
vstoupí do města, mluví s lidmi 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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653126
2807
a potom se to šíří městem
11:20
and then they spread through the city
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655957
1922
k lidem, kteří právě přešli ulici.
11:22
to the people who've just
crossed the street.
crossed the street.
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2096
Toto jojo stojí 112 dolarů, ale rotuje 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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4434
Ne všichni jej chtějí, ale to jim nevadí.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Chtějí mluvit s lidmi a možná se to rozšíří.
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
Tito chlapíci postavili to nejhlasitější stereo do auta.
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
(smích)
11:40
It's as loud as a 747 jet.
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2144
Tak hlasité jako Boeying 747.
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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2951
Mají neprůstřelné sklo v oknech,
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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2239
protože by jinak prasklo čelní sklo.
11:47
But the fact remains
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682906
1303
Faktem však zůstává, že když si někdo
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
228
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3134
chce dát pár reproduktorů do auta,
pokud mají 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
anebo to slyšeli od někoho, kdo to má,
jdou a vyberou si to.
11:55
they go ahead and they pick this.
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1657
Je to opravdu jednoduché -- prodávejte lidem, kteří naslouchají,
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
a možná to tito lidé řeknou svým přátelům.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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695111
2322
Když Steve Jobs mluví k 50 000 lidem na jeho prezentaci,
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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3257
12:05
who are all tuned in from 130 countries
234
700738
2620
kteří naslouchají ze 130 zemí světa,
a sledují jeho dvou hodinové komerční sdělení --
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 --
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705500
2620
tak jediná věc, která drží jeho společnost je,
že těch 50 000 lidí má nesmírný zájem
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
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708144
2649
12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
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710817
2810
sledovat dvouhodinovou reklamu a pak to říci svým přátelům.
Pearl Jam vydali 96 alb během dvou let.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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2681
Každé bylo ziskové. Jakto?
12:21
Every one made a profit. How?
240
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2357
12:23
They only sell them on their website.
241
718737
1787
Prodávali je pouze na svých webových stránkách.
12:25
Those people who buy them have the otaku,
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2102
Lidé, kteří si je koupili, měli 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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722674
3053
a potom to řekli svým přátelům a rozšířilo se to.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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725751
3958
Tato nemocniční postýlka stojí 10 000 dolarů, to je 10 krát více než normálně.
Ale nemocnice je kupují více nežli ostatní modely.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
245
730082
2674
12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
732780
2696
Lak na nehty Hard Candy nevyhovuje všem,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
247
735500
3479
ale lidé, kteří ho používají, o něm báječně mluví.
Tato barva zachránila společnost Dutch Boy,
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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5643
vydělala jim majlant. Stojí o 35% více než obvyklé barvy,
12:49
making them a fortune.
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1289
12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
protože Dutch Box vyrobil obal, o kterém si lidé povídají, protože je pozoruhodný.
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
Nechtěli jen obyčejnou reklamu pro produkt,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
252
752119
2143
chtěli změnit, o čem barvy jsou.
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,
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756803
4673
AmIhotornot.com -- 250 000 lidí navštíví tuto stránku každý den,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
255
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vytvořená dvěma dobrovolníky - povím Vám, známkují přísně.
13:10
(Laughter)
256
765500
3810
(smích)
S pomocí reklamy by toto nezvládli.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
257
769334
3048
Dosáhli toho tím, že chtěli být pozoruhodní,
13:17
They got this way by being remarkable,
258
772406
2764
někdy až trochu moc.
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
Tento fotografický rámeček má vzadu kabel,
13:26
and you plug it into the wall.
261
781306
1649
který zapojíte do zásuvky.
13:27
My father has this on his desk,
262
782979
1849
Můj otec ho má na stole,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
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4436
a vidí vnoučata každý den, nepřetržitě se měnící.
Každý, kdo přijde do jeho kanceláře
13:34
And every single person
who walks into his office
who walks into his office
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789312
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.
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2929
slyšel celý příběh, jak se tato věc dostala na jeho stůl.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
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2640
Jeden po druhém, a myšlenka se šíří.
13:42
These are not diamonds, not really.
267
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2779
Toto nejsou diamanty, opravdu ne.
13:45
They're made from "cremains."
268
800732
1744
Jsou vyrobeny z ostatků.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
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Po zpopelnění se můžete přeměnit v tento drahokam.
13:50
(Laughter)
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(smích)
13:51
Oh, you like my ring? It's my grandmother.
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Oh, líbí se vám můj prstýnek? To je moje babička.
(smích)
13:54
(Laughter)
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13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
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Nejrychleji rostoucí byznys v pohřebním průmyslu.
A nemusíte být Ozzie Osbourne --
14:03
But you don't have to be Ozzie Osborne --
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nemusíte být drsní, abyste to dokázali.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
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14:07
What you have to do
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To co musíte udělat je, přijít na to, co lidé opravdu chtějí a dát jim to.
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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Pár rychlých pravidel na závěr.
14:11
A couple of quick rules to wrap up.
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První: Design je zadarmo a pomůže Vám dostat se nahoru.
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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A lidé, kteří přijdou s nápadem, který je pozoruhodný,
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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častěji využijí toho, aby design pracoval pro ně.
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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Číslo dvě: Nejvíce riskantní věc, kterou můžete udělat, je být opatrný.
14:27
Proctor and Gamble knows this, right?
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Proctor a Gamble to ví, že?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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Celý model Proctor a Gamble
14:31
is always about average products
for average people.
for average people.
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je vždy o průměrných produktech pro průměrné lidi.
To je riskantní. Nyní je bezpečné být na okraji,
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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být pozoruhodný.
14:38
be remarkable.
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A být velmi dobrý je jedna z nejhorších věcí, které můžete dělat.
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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Velmi dobrý je nudné. Velmi dobrý je průměrné.
14:44
Very good is boring. Very good is average.
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Nezáleží na tom, zda nahráváte album,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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nebo jestli jste architekt, nebo děláte práci o sociologii.
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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Pokud je to velmi dobré, nebude to fungovat, protože si toho nikdo nevšimne.
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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Takže moje tři příběhy.
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. Vložte výrobek, který nepotřebuje být v chladničce,
do chladničky hned vedle mléka.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Trojnásobný odbyt. Proč?
15:04
Sales tripled. Why?
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Mléko, mléko, mléko, mléko, mléko -- toto není mléko.
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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Pro lidi, kteří tam byli a dívali se do chladničky,
15:12
it was remarkable.
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to bylo pozoruhodné.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Neztrojnásobili prodej pomocí reklamy,
ztrojnásobili ho tím, že udělali něco pozoruhodného.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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Toto je pozoruhodný kus díla. Nemusí se Vám to líbit,
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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ale 12-ti metrový pes vyrobený ze křoví
uprostřed New Your City je pozoruhodný.
15:26
is remarkable.
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15:27
(Laughter)
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Frank Gehry nezměnil jen muzeum,
15:28
Frank Gehry didn't just change a museum;
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změnil ekonomiku celého města
15:30
he changed an entire city's economy
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tím, že navrhl budovu, na kterou se lidé z celého světa přišli podívat.
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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Nespočetné množství setkání
15:39
the Portland City Council,
or who knows where,
or who knows where,
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na městské radě Portlandu, nebo kdo ví kde,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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řekli si - potřebujeme architekta -- co Frank Gehry?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Protože udělal něco, co bylo na okraji.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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A moje největší chyba? Přišel jsem s
15:50
(Music)
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(hudba)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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s albem a doufal v další
v SACD formátu -- v tomto pozoruhodném novém formátu --
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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a zaměřil jsem to přesně na lidi s 20 000 dolarovým stereem.
Lidé se stereem za 20 000 dolarů nemají rádi novou hudbu.
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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(smích)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Musíte přijít na to, koho co zajímá.
Kdo zvedne ruku a řekne,
16:17
Who is going to raise their hand and say,
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„Chci slyšet, co budeš dělat dál,“
16:19
"I want to hear what you're doing next,"
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a něco jim prodat.
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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Poslední příklad, který Vám chci ukázat.
Toto je mapa jezera Soap ve 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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Jak můžete vidět, pokud je někde prázdnota, je uprostřed.
16:30
(Laughter)
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5519
(smích)
Ale přece jen mají 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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A lidé přicházeli z daleka, aby si v tom jezeru zaplavali.
Ale teď už ne. Zakladatelé řekli, „Máme nějaké peníze na útratu.
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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Co tady postavíme?“ A jako většina komisí
16:45
What can we build here?"
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16:46
And like most committees,
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postavili něco bezpečného.
16:48
they were going to build
something pretty safe.
something pretty safe.
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A potom k nim přišel umělec s tímto návrhem -
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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chtěl postavit 17-ti metrovou lávovou lampu v centru města.
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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Tady je fialová kráva, to je něco, co stojí za pozornost.
17:02
I don't know about you,
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Nevím, jak Vy, ale pokud by to postavili, rozhodně bych se tam šel podívat.
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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Děkuji za Vaši 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