Seth Godin: How to get your ideas to spread
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
four specific examples,
tripled their sales,
went from being a nobody
and having a lot of impact,
what it meant to be an architect.
as a marketer in the last few years,
that had a CD called "Sauce."
I've got to tell you about sliced bread,
was invented in the 1910s
since the telegraph or something.
invented sliced bread,
on the patent part and the making part.
of sliced bread is this --
after sliced bread was available
is that until Wonder came along
the idea of sliced bread,
we've talked about at this conference,
is like, or what the factory is like --
your idea to spread, or not.
you're going to get what you want,
to change, to happen,
to get your ideas to spread.
whether you're running a coffee shop
or you're in business,
to everybody regardless of what we do.
is a century of idea diffusion.
regardless of what those ideas are, win.
I usually pick business,
that you can put in your presentation,
sort of way to keep score.
when I use these examples
that you decide to spend your time to do.
is TV and stuff like TV.
to spread ideas in a certain way.
is you buy some ads,
that gets you distribution.
to sell more products.
from that to buy more ads.
complex worked a long time ago.
and we heard it yesterday --
onto the homepage of Google,
how to get promoted there,
attention, and we would win.
my entire childhood and probably yours.
because someone figured out
they weren't expecting,
necessarily want, with an ad,
they canceled the TV-industrial complex.
anything has discovered
the way that it used to.
I had a bad cold when I took it.
in the center is my poster child.
I need to buy some medicine.
spent 100 million dollars
with TV commercials
allowances and spiff --
every single message.
a pain reliever problem.
because I always have.
of my time to solve her problem,
It's 180 pages about water.
was like 40 years ago,
and Time and Newsweek.
with a new product every three weeks,
what's going to work and what's not.
this better myself.
so you can see them here.
85 million dollars promoting an oven mitt
to Arby's and buy a roast beef sandwich.
possibly be in an animated TV commercial
that would get you to get in your car,
and buy a roast beef sandwich.
who needs to hear your idea.
from anybody; I want to get "memail."
people who buy stuff at the Safeway;
who might buy something,
who might print your article.
at all; they just don't care.
way more choices than they used to,
too many choices and too little time,
is just ignore stuff.
is you're driving down the road
because you've seen cows before.
and say -- "Oh, look, a cow."
isn't that a great special effect?
you'd notice it for a while.
you'd get bored with those, too.
what gets talked about,
"worth making a remark about."
of where idea diffusion is going.
in the United States
anything in common.
best-selling DVD in America changes.
it's never "Citizen Kane,"
with some second-rate star.
is because that's the week it came out.
"I didn't know that was there"
of the last 20 years in retail --
super-expensive in a blue box,
as cheap as they can make them.
is that they're different.
no matter what we do for a living,
business -- they're used to it.
how to think that way.
people with big full-page ads,
sort of process
and which ones don't.
worth of Aeron chairs
what it meant to sell a chair.
the purchasing department bought,
about where you sat at work.
the most famous baker in the world --
and a dear friend.
worth of French bread.
in a wood-fired oven.
the French pooh-pooh-ed it.
from one person to another person
bread of three-star restaurants in Paris.
by FedEx all around the world.
average products for average people.
that's the big market.
and God forbid, the laggards.
the TV-industrial complex is broken,
we want to use any more.
is to not market to these people
at ignoring you.
people because they care.
who are obsessed with something.
it's about them.
their friends on the rest of the curve,
it's a great Japanese word.
of someone who's obsessed to say,
a new ramen noodle place,
they get obsessed with it.
you want to solve
a constituency with an otaku,
a group that really, desperately cares
for them to tell their friends.
but there's no mustard otaku.
of kinds of hot sauces,
to make interesting mustard --
because no one's obsessed with it,
this whole thing out.
to the people, with the otaku,
crossed the street.
but it sleeps for 12 minutes.
but they don't care.
who do, and maybe it'll spread.
car stereo in the world.
the car's got bulletproof glass,
the windshield otherwise.
a couple of speakers in their car,
or they've heard from someone who does,
to the people who are listening,
those people tell their friends.
to 50,000 people at his keynote,
his company in business --
care desperately enough
and then tell their friends.
in the last two years.
and it spreads and it spreads.
10 times the standard.
faster than any other model.
doesn't appeal to everybody,
they talk about it like crazy.
the Dutch Boy paint company,
than regular paint
talk about, because it's remarkable.
a new ad on the product;
to build a paint product.
250,000 people go to this site,
tell you they are hard graders --
by advertising a lot.
has a cord going out the back,
everyday, changing constantly.
who walks into his office
of how this thing ended up on his desk.
the idea spreads.
have yourself made into a gem.
in the whole mortuary industry.
super-outrageous to do this.
really want and give it to them.
is free when you get to scale.
with stuff that's remarkable
how to put design to work for them.
you can do now is be safe.
Proctor and Gamble
for average people.
is to be at the fringes,
of the worst things you can possibly do.
you're making a record album,
or you have a tract on sociology.
because no one's going to notice it.
to be in the refrigerated section
in the refrigerated section.
and looking at that section,
in the middle of New York City
from all over the world went to see.
or who knows where,
can we get Frank Gehry?
that was at the fringes.
I came out with an entire --
a whole bunch of record albums
with 20,000-dollar stereos.
don't like new music.
is figure out who does care.
it's in the middle of it.
around to swim in the lake.
"We've got some money to spend.
something pretty safe.
this is a true artist's rendering --
lava lamp in the center of town.
that's something worth noticing.
that's where I'm going to go.
About the speaker: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.
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