TED2003
Seth Godin: How to get your ideas to spread
Seth Godin nos habla sobre el pan lactal
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En un mundo con tanta oferta y tan poco tiempo, nuestra elección lógica es ignorar lo común. El gurú del marketing, Seth Godin, nos revela por qué cuando es cuestion de captar nuestra atención, las malas ideas o las bizarras son más triunfadoras que las aburridas.
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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Voy a darles cuatro ejemplos concretos, que retomaré al final,
00:28
I'm going to cover at the end
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acerca de como una empresa llamada "Silk" triplicó sus ventas realizando una sola cosa.
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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Como un artista llamado Jeff Koons paso de ser un don nadie
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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a ganar una gran pila de dinero y tener un gran impacto,
00:39
to how Frank Gehry redefined
what it meant to be an architect.
what it meant to be an architect.
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como Frank Gehry redefinió el concepto de lo que significa ser un arquitecto.
00:42
And one of my biggest failures
as a marketer in the last few years,
as a marketer in the last few years,
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Y uno de mis peores fracasos, en los últimos años, como profesional del marketing,
una discográfica que fundé que tuvo un CD llamado "Salsa".
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Antes de contarles todo lo anterior, tengo que contarles sobre el pan lactal, y un hombre llamado 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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Antes que el pan lactal fuera creado, alrededor de la década del 10
Me pregunto que dirían en ese momento....
00:58
I wonder what they said?
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algo como: "el mayor invento desde el telégrafo o desde alguna cosa".
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Pero este hombre, llamado Otto Rohwedder creó el pan lactal,
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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y se concentró, como todo inventor, en dos cuestiones: la patente y el proceso.
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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Y lo significativo acerca de la creación del pan lactal es que...
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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durante los primeros 15 años que el pan lactal estuvo a la venta
01:18
no one bought it; no one knew about it;
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nadie lo compro, nadie oyó nada acerca de él. Fue un completo y total fracaso.
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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Y la razón es que hasta que la empresa Wonder llegó
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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e inventó una forma para propagar la idea del pan lactal, nadie lo quería.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Ese es el triunfo en el pan lactal,
01:35
like the success of almost everything
we've talked about at this conference,
we've talked about at this conference,
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como el triunfo en casi todas las cuestiones que vamos a hablar en esta charla,
no siempre se trata de como es la patente, o como es la fábrica,
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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es acerca si uno es capaz de propagar una idea o no.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Y creo que la manera en que se puede conseguir lo que se quiere,
01:49
And I think that the way
you're going to get what you want,
you're going to get what you want,
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o hacer que el cambio que se quiera crear ocurra,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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es darse cuenta cual es el modo de difundir las ideas.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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Y no me importa a que se dedica cada uno, si están a cargo de un café,
01:57
And it doesn't matter to me
whether you're running a coffee shop
whether you're running a coffee shop
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o son un intelectual, o un empresario, o se dedican a hacer volar globos aerostáticos.
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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Creo que todo esto se aplica a cualquiera sin importar a que nos dedicamos.
02:06
I think that all this stuff applies
to everybody regardless of what we do.
to everybody regardless of what we do.
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Que lo que estamos viviendo es un siglo de difusión de ideas.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Que las personas puedan propagar sus ideas, sin importar cuales son esas ideas, y ganar.
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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Generalmente cuando hablo de este tema, elijo a los negocios
02:23
because they make the best pictures
that you can put in your presentation,
that you can put in your presentation,
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porque tienen las mejores imágenes que se pueden poner en una presentación,
y porque es la manera más fácil de llevar la puntuación.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Pero quisiera que me perdonen por usar estos ejemplos
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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porque estoy hablando de cualquier cosa en la que decidan gastar su tiempo.
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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En el centro de la propagación de ideas se puede encontrar a la televisión y cosas como la televisión.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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la televisión y los medios masivos hacen, de algún modo, realmente fácil la difusión de ideas.
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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Yo lo llamo el complejo industrial televisivo.
El complejo industrial televisivo funciona de esta manera:uno compra publicidad,
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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interrumpe a algunas personas, y así obtenes distribución.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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La distribución que conseguís la usas para vender más productos.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Tomas la ganancia de eso y compras más publicidad.
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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Y esto empieza de vuelta una y otra vez,
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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de la misma manera que funcionaban los complejos militares e industriales hace mucho tiempo.
Y ese modelo, del cual oimos ayer,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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si solo pudieramos llegar a la pagina principal de Google,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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si solo pudieramos averiguar como publicitarnos alli,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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si solo pudieramos acogotar a esa persona,
03:16
or grab that person by the throat,
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y explicarles que queremos hacer.
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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Si hicieramos eso todo el mundo nos prestaria atencion y entonces podriamos obtener lo que queremos.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Este complejo industrial televisivo me saturó de información durante toda mi niñez y problamente la tuya tambien.
Quiero decir, que todos estos productos triunfaron porque alguien se dio cuenta
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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de cómo influir en las personas de un modo que ellas no esperaban,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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de un modo que ellas no querían, con un aviso publicitario,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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una y otra vez hasta que lo compraban.
03:40
over and over again until they bought it.
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Y lo que paso fue que cancelaron el complejo industrial televisivo.
03:42
And the thing that's happened is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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Y eso solo en los últimos años,
03:47
That just over the last few years,
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lo que cualquiera que hace marketing descubrió
03:49
what anybody who markets
anything has discovered
anything has discovered
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es: ya nada funciona como solía funcionar.
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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Disculpen por la foto que está confusa, es que tenía una tremenda gripe cuando la saqué.
Pero el producto que se ve en la caja azul del medio es mi mejor ejemplo.
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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Exacto. Voy a la tienda, estoy enfermo, necesito comprar algunos remedios.
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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El gerente de esa marca gasta en en ese producto azul 100 millones de dólares
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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al año tratando de interrumpirme.
04:10
trying to interrupt me in one year.
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100 millones de dólares interrumpiendome con publicidades televisivas y avisos publicitarios en revistas y en mails
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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y cupones de descuento y obteniendo mucho espacio en las estanterias de los supermercados y comisiones por venta -
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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y a pesar de todo esto, puedo elegir ignorar cada mensaje.
04:20
all so I could ignore
every single message.
every single message.
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Y entonces ignoro cada mensaje, porque los remedios para el dolor de cabeza no significan un problema para mí.
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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Yo compro lo que viene en la caja amarilla porque siempre lo hice así.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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Y no pienso invertir ni un minuto de mi tiempo en resolver su problema,
04:29
And I'm not going to invest a minute
of my time to solve her problem,
of my time to solve her problem,
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porque sencillamente no me interesa.
04:34
because I don't care.
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Esta es una revista llamada "Hidratate". Son 180 páginas que hablan de agua.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Risas)
04:41
(Laughter)
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Exacto. Artículos sobre agua, publicidad sobre agua.
04:42
Articles about water, ads about water.
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Imagínense el mundo como era hace 40 años
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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cuando solo existian el diario "Saturday Evening Post" y las revistas "Time" y "Newsweek".
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Hoy existen revistas cuyo tema es el agua.
04:51
Now there are magazines about water.
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Nuevos productos de Coca-Cola de Japón, ensalada de agua.
04:53
New product from Coke Japan: water salad.
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(Risas)
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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Está bien. Coca-Cola de Japón saca a la venta un nuevo producto cada tres semanas.
Porque no tienen idea que es lo que va a funcionar y que no.
05:02
because they have no idea
what's going to work and what's not.
what's going to work and what's not.
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No podria haberlo escrito yo mejor. Salió hace cuatro días,
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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redondee las partes importantes para que las puedan ver.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Publicaron que "Arby" va a gastar 85 millones de dólares para promocionar una manopla para el horno
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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que viene con la voz de Tom Arnold,
05:18
with the voice of Tom Arnold,
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esperando que eso haga que la gente vaya a Arby a comprar un sandwich de carne asada.
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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(Risas)
05:26
(Laughter)
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Ahora, yo he tratado de imaginarme que puede tener un comercial televisivo
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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protagonizado por Tom Arnold, que te haga meterte en tu auto,
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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manejar a traves de la ciudad y comprar un sanwich de carne asada.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Risas)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Este es Copérnico, y el tenía razón,
cuando le hablaba a cualquiera que quisiera escuchar su idea.
05:44
when he was talking to anyone
who needs to hear your idea.
who needs to hear your idea.
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05:46
"The world revolves around me."
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El mundo da vueltas alrededor mío. Yo, yo, yo, yo, yo. Mi persona preferida, yo.
05:48
Me, me, me, me. My favorite person -- me.
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No quiero recibir más mails, quiero recibir "yo-mails".
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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(Risas)
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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Es por eso que los consumidores, y no me refiero solo a las personas que compran cosas en Safeway (de manera prudente),
me refiero a las personas en el Ministerio de Defensa que compren algo,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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o las personas en el "New Yorker" que pueden imprimir tu artículo.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Vos no le importás a los consumidores, sencillamente no les importa.
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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Y parte de la razón, es que tienen muchas más ofertas de las que tenían,
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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y muchisimo menos tiempo.
06:17
and way less time.
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Y en un mundo en el que se ofrecen tantas opciones
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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y tan poquito tiempo, lo lógico es sencillamente ignorar las cosas.
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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Mi parábola acá es ésta: estás manejando por la ruta
y ves una vaca, y seguis manejando
06:31
and you see a cow, and you keep driving
because you've seen cows before.
because you've seen cows before.
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porque ya has visto vacas antes.
Las vacas son invisibles. Las vacas son aburridas.
06:35
Cows are invisible. Cows are boring.
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Quien va a parar, acercarse y decir: "Uy, miren, una vaca." Nadie.
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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(Risas)
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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Pero si la vaca fuera violeta, ¿no sería ese un tremendo efecto especial?
Puedo hacer eso de vuelta si quieren.
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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Si la vaca fuera violeta, te asombrarías por un rato.
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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Quiero decir, si todas las vacas fueran violetas, te aburririas de esas tambien.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Lo que hará que se decida de que se habla,
que se hace, que cambia,
07:01
what gets done, what gets changed,
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qué se compra, qué se contruye,
07:03
what gets purchased, what gets built,
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es, es esto notable?
07:05
is: "Is it remarkable?"
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Y notable, es una palabra interesante porque significa elegante,
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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pero también significa, algo que lo que vale la pena hacer una nota (comentario).
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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Y es esto la esencia de hacia donde esta yendo la expansión de las ideas.
Esos, son dos de los autos más deseados en los Estados Unidos, es un auto gigantesco de 55.000 doláres,
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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suficientemente grande como para guardar un Mini Cooper en su baúl.
07:27
big enough to hold a Mini in its trunk.
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La gente está pagando todo lo que cuestan por cada uno, y lo único que tienen en común
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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es que no tienen nada en común.
07:35
is that they don't have
anything in common.
anything in common.
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(Risas)
07:38
(Laughter)
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07:39
Every week, the number one
best-selling DVD in America changes.
best-selling DVD in America changes.
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Todas las semanas el DVD mas vendido en Estados Unidos cambia.
Nunca es ni "El Padrino", ni "Ciudadano Kane",
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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Siempre es una película de tercera clase con alguna personalidad de segunda clase.
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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Pero la razón es que es la numero uno, porque esa es la semana que salió a la venta.
07:56
Because it's new, because it's fresh.
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Porque es nueva, porque está fresca.
07:58
People saw it and said
"I didn't know that was there"
"I didn't know that was there"
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Porque la gente la vio y dijo, "No sabía que eso existía",
y se dieron cuenta.
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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Dos de los casos de mayor gloria de los últimos veinte años en ventas al por menor,
uno vende un producto extremadamente caro en una caja azul,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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y el otro vende un producto que es tan barato como lo puede hacer.
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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Lo unico que tienen en común es que son diferentes.
08:14
We're now in the fashion business,
no matter what we do for a living,
no matter what we do for a living,
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Estamos en el negocio de la moda, no importa cual sea nuestra profesión,
estamos en la industria de la moda.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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Y la cosa es que, la gente en la industria de la moda
08:21
know what it's like to be in the fashion
business -- they're used to it.
business -- they're used to it.
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sabe como es trabajar en la industria de la moda, porque están acostumbrados a eso.
El resto de nosotros debe descifrar como pensar de esa manera.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Como entender que no es cuestion de interrumpir a la gente con grandes avisos de una página,
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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o seguir insistiendo en reunirse con la gente.
08:32
or insisting on meetings with people.
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Sino que es un proceso totalmente diferente el que determina que ideas se propagan,
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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y cuales no.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Esta silla, se vendieron sillas Aeron por un valor de un billón de dólares
reinventando el concepto de lo que es vender una silla.
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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Convirtieron a la silla, de algo que adquiría el departamento de compras,
a algo que es un símbolo de estatus acerca de donde te sentas para trabajar.
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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Lionel Poullain, este hombre, es el panadero más famoso del mundo,
08:55
This guy, Lionel Poilâne,
the most famous baker in the world --
the most famous baker in the world --
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08:58
he died two and a half months ago,
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se murió hace dos meses y medio,
fue un ídolo para mí y un gran amigo.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Vivía en Paris. El año pasado vendió pan francés por un valor de 10 millones de doláres.
09:03
He lived in Paris.
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09:04
Last year, he sold 10 million dollars'
worth of French bread.
worth of French bread.
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09:08
Every loaf baked in a bakery he owned,
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Cada hogaza era cocinada en su propia panadería, por un panadero a la vez, en un horno de leña.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Y cuando Lionel comenzo su panadería, los franceses lo escupían.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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No querían comprar su pan. No se parecía en nada al pan francés.
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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No era lo que esperaban.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Era elegante, era notable, y despacito se propagó de persona en persona,
09:25
and slowly, it spread
from one person to another person
from one person to another person
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hasta que se convirtió finalmente en el pan oficial de los restaurantes de tres estrellas de Paris.
09:29
until finally, it became the official
bread of three-star restaurants in Paris.
bread of three-star restaurants in Paris.
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09:33
Now he's in London, and he ships
by FedEx all around the world.
by FedEx all around the world.
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Ahora se instaló en Londres y hace envios via FedEx a todo el mundo.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Lo que la gente que se dedica a comercialización hacía era fabricar productos promedio para gente promedio.
Eso es comercialización a gran escala.
09:42
That's what mass marketing is.
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09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
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Alisa los bordes, y ve por el centro,
ahí está el gran mercado.
Ignoraban a los "geeks"
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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y Dios no lo permita, también a los rezagados.
09:52
It was all about going for the center.
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Estaba todo abocado a ir por el centro.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
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Pero en un mundo en donde el complejo industrial televisivo está arruinado,
no creo que esa sea una estrategia que queramos seguir usando
09:58
I don't think that's a strategy
we want to use any more.
we want to use any more.
186
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10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
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Creo que la estrategia que queremos usar es no venderle a esas personas
10:04
because they're really good
at ignoring you.
at ignoring you.
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porque son realmente buenas ignorándote.
10:06
But market to these
people because they care.
people because they care.
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Pero si tratar de venderle a estas personas porque les importa.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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Estas son las personas que están obsesionadas con algo.
10:14
And when you talk to them, they'll listen,
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Y cuando les hablas, te van a escuchar
10:16
because they like listening --
it's about them.
it's about them.
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porque les gusta escuchar, les estás hablando de ellos.
Y si tenés suerte, le van a contar a sus amigos
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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del resto de la curva, y se va a propagar.
10:23
and it'll spread.
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Se va a propagar a toda la curva.
10:24
It'll spread to the entire curve.
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Tienen algo que yo llamo "otaku", es una gran palabra japonesa.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
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Describe el deseo de alguien que esta obsesionado, de manera tal que
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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maneja a través de todo Tokio para comer en un nuevo lugar que sirven fideos 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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porque eso es lo que les gusta hacer. Se obsesionaron con eso.
10:38
To make a product, to market an idea,
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2357
Para fabricar un producto, para comercializar una idea,
para que aparezca un problema que queres resolver
10:41
to come up with any problem
you want to solve
you want to solve
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eso no se circunscribe con un "otaku",
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
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es casi imposible.
10:46
is almost impossible.
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1222
Por el contrario, tenes que encontrar un grupo que realmente,
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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desesperadamente le interese lo que vos tenes para decir.
10:51
about what it is you have to say.
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Hablales y haceles fácil el contarles a sus amigos.
10:53
Talk to them and make it easy
for them to tell their friends.
for them to tell their friends.
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3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
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Existe una salsa picante "otaku", pero no existe una mostaza "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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Por eso existen montones y montones de diferentes tipos de salsa picante,
y no tantos tipos distintos de mostaza.
11:03
and not so many kinds of mustard.
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1587
No es dificil hacer una mostaza interesante
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
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-es posible hacer una mostaza interesante-
11:07
you could make interesting mustard --
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pero la gente no se obsesiona con ella,
11:09
but people don't,
because no one's obsessed with it,
because no one's obsessed with it,
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y por lo tanto no le cuentan a sus amigos.
11:12
and thus no one tells their friends.
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"Krispy Kreme" ha descifrado todo esto.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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"Krispy Kreme" tiene una estrategia, esto es lo que hacen,
11:16
It has a strategy, and what they do is,
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1880
entran a una ciudad, le hablan a la gente con "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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y luego se propagan a través de la ciudad
11:20
and then they spread through the city
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a la gente que acaba de cruzar la calle.
11:22
to the people who've just
crossed the street.
crossed the street.
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2096
Este yoyó cuesta 112 dólares, pero duerme durante 12 minutos.
11:25
This yoyo right here cost 112 dollars,
but it sleeps for 12 minutes.
but it sleeps for 12 minutes.
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4434
No lo quiere todo el mundo, pero no les importa.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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Quieren hablarle a la gente que lo quiere, y asi tal vez se propagué.
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
Estos chicos hacen el estereo para auto más ruidoso del mundo.
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
(Risas)
11:40
It's as loud as a 747 jet.
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2144
Es tan ruidoso como un avión 747, no podés meterte
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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2951
el auto tiene blindex en las ventanas
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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2239
porque sino explotaría el parabrisas.
11:47
But the fact remains
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1303
Pero el hecho es que cuando alguien
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
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quiera poner unos parlantes en su auto,
si tienen "otaku"
11:52
if they've got the otaku
or they've heard from someone who does,
or they've heard from someone who does,
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3000
o escucharon de alguien que lo tiene,
van a ir para adelante y elegir esto.
11:55
they go ahead and they pick this.
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Es realmente muy sencillo, vos vendes al que te está escuchando
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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y quizás, sólo quizás esas personas le cuentan a sus amigos.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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Entonces cuando Steve Jobs se dirige a 50.000 personas en su conferencia,
12:02
So when Steve Jobs talks
to 50,000 people at his keynote,
to 50,000 people at his keynote,
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12:05
who are all tuned in from 130 countries
234
700738
2620
que están todos conectados desde 130 países
mirando su publicidad de dos horas--
12:08
watching his two-hour commercial --
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2094
12:10
that's the only thing keeping
his company in business --
his company in business --
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eso es lo único que hace que su empresa siga en el negocio--
eso es lo único que a esas 50.000 personas les interesa lo suficiente como para desesperarse
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
para ver un comercial de dos horas, y contarles a sus amigos.
"Pearl Jam", 96 discos lanzados en los últimos dos años.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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Todos tuvieron su ganancia. ¿Cómo?
12:21
Every one made a profit. How?
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12:23
They only sell them on their website.
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1787
Solamente los vendieron en su página de internet.
12:25
Those people who buy them have the otaku,
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2102
Quienes lo compraron en su página de internet tienen "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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y entonces le cuentan a sus amigos, y se propaga y se propaga.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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Esta cuna para hospital cuesta 10.000 dólares, 10 veces más que una estándar.
Pero los hospitales la están adquiriendo más rápido que cualquier otro modelo.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
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12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
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El esmalte para uñas "Hard Candy" no le gusta a todo el mundo,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
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pero a la gente que lo ama, habla como loca de él.
Esta lata de pintura de acá salvó a la empresa de pintura "Dutch Boy",
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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haciéndoles ganar una fortuna. Cuesta un 35% más que una pintura común
12:49
making them a fortune.
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12:50
It costs 35 percent more
than regular paint
than regular paint
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porque "Dutch Boy" hizo una lata de la cual la gente habla, porque es extraordinaria.
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
No se remitieron a abofetearnos con una nueva publicidad del producto,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
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cambiaron el significado de lo que significa fabricar un producto de pintura.
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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Amlhotornot.com (estoybuenoono.com)-- todos los días reciben 250.000 visitas,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
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dirigida por dos voluntarios, que yo puedo contarles de su exigencia a la hora de dar su veredicto, y
13:10
(Laughter)
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(Risas)
no llegaron a esto publicitando mucho.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
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Llegaron, siendo extraordinarios,
13:17
They got this way by being remarkable,
258
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2764
a veces un poco demasiado extraordinarios.
13:20
sometimes a little too remarkable.
259
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1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
260
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4299
Y este marco fotográfico tiene un cable que va hacia atrás,
13:26
and you plug it into the wall.
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1649
y lo pones en un enchufe en la pared.
13:27
My father has this on his desk,
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1849
Mi papá tiene uno de estos en su escritorio,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
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4436
y ve todos los días a sus nietos, cambiando a cada rato.
Y cada una de las personas que entra a su oficina
13:34
And every single person
who walks into his office
who walks into his office
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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
escucha todo el cuento de como esta cosa terminó en su escritorio.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
266
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2640
Y una persona a la vez, esta idea se propaga.
13:42
These are not diamonds, not really.
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2779
Estos no son realmente diamantes.
13:45
They're made from "cremains."
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1744
Están hechos de cenizas humanas.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
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2810
Después que tu cuerpo es cremado podés hacer que te conviertan en una joya.
13:50
(Laughter)
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1047
(Risas)
13:51
Oh, you like my ring? It's my grandmother.
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2286
Ah, les gusta mi anillo? Es mi abuela
(Risas)
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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El negocio con más rápido crecimiento en toda la industria funeraria.
Pero no tienes que ser Ozzie Osborne
14:03
But you don't have to be Ozzie Osborne --
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2025
no tienes que ser provocador para hacer esto.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
275
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2286
14:07
What you have to do
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1214
Lo que tenés que hacer es descifrar qué quiere la gente y dárselos.
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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Un par de reglas rápidas para resumir.
14:11
A couple of quick rules to wrap up.
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La primera es: el diseño es gratis cuando lo llevas a escala.
14:13
The first one is: Design
is free when you get to scale.
is free when you get to scale.
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3719
Y a la gente se le ocurren cosas extraordinarias
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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2388
con más frecuencia que no, se le ocurre un modo de poner el diseño a trabajar para ellas
14:19
more often than not figure out
how to put design to work for them.
how to put design to work for them.
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3190
14:22
Number two: The riskiest thing
you can do now is be safe.
you can do now is be safe.
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4856
Segundo: Lo más arriesgado que podés hacer hoy es ser prudente.
14:27
Proctor and Gamble knows this, right?
283
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1904
"Procter and Gamble" sabe esto, ¿verdad?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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2048
Todo el modelo acerca de ser "Procter and Gamble"
14:31
is always about average products
for average people.
for average people.
285
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2431
se basa en productos promedio para gente promedio.
Eso es arriesgado. Lo prudente hoy, es estar en los límites,
14:34
That's risky.
286
849027
1166
14:35
The safe thing to do now
is to be at the fringes,
is to be at the fringes,
287
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2854
ser extraordinario.
14:38
be remarkable.
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1163
Y ser muy bueno es una de las peores cosas que podés hacer.
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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Ser muy bueno es aburrido. Ser muy bueno es mediocre.
14:44
Very good is boring. Very good is average.
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No importa si estás armando un album discográfico,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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o sos un arquitecto, o tenés un tratado en sociología.
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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Si es muy bueno, no va a funcionar, porque nadie lo va a notar.
14:52
If it's very good, it's not going to work,
because no one's going to notice it.
because no one's going to notice it.
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Ahora si, mis tres historias.
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". Coloca un producto que no necesita estar en la gondola refrigerada del supermercado
al lado de la leche ubicada en la góndola refrigerada.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Se triplican las ventas. ¿Por qué?
15:04
Sales tripled. Why?
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Leche, leche, leche, leche, leche -- algo que no es leche.
15:06
Milk, milk, milk, milk, milk -- not milk.
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15:09
For the people who were there
and looking at that section,
and looking at that section,
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Para quien estuviera allí mirando esa góndola,
15:12
it was remarkable.
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fue extraordinario.
15:13
They didn't triple their sales
with advertising;
with advertising;
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No triplicaron sus ventas con publicidad,
las triplicaron haciendo algo extraordinario.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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Esta es una obra de arte extraordinaria. No tiene porque gustarte,
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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pero un perro de 40 pies de alto hecho de arbustos
en la mitad de la ciudad de Nueva York es extraordinario.
15:26
is remarkable.
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1151
15:27
(Laughter)
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Frank Gehry no sólo modificó un museo,
15:28
Frank Gehry didn't just change a museum;
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903389
1918
cambió la economía de toda una ciudad
15:30
he changed an entire city's economy
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diseñando una construcción que gente de todo el mundo fuera para verla.
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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908241
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15:37
Now, at countless meetings at, you know,
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912823
1905
Hoy en día, en un sinfin de reuniones, ustedes sabrán,
15:39
the Portland City Council,
or who knows where,
or who knows where,
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en la municipalidad de la ciudad de Portland, quién sabe dónde,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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3261
dicen, necesitamos un arquitecto, podremos conseguir a Frank Gehry?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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920785
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Porque él hizo algo que estuvo al límite.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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2243
¿Y mi gran fracaso? Saqué todo un
15:50
(Music)
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925767
2709
(Música)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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928500
2767
albúm discográfico y ojalá toda una serie de albumes discográficos
en formato SACD - este extraordinario nuevo formato -
15:56
in SACD, this remarkable new format --
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2645
15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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933960
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y lo comercializé directamente a personas con estéreos de 20.000 dólares.
A personas con estéreos de 20.000 dólares no les interesa la música nueva.
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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(Risas)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Entonces lo que hay que descifrar es a quien le interesa que cosa.
Quién es el que va a levantar la mano y decir,
16:17
Who is going to raise their hand and say,
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"Yo quiero saber que vas a hacer después",
16:19
"I want to hear what you're doing next,"
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1929
y venderles a ellos.
16:21
and sell something to them.
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1427
16:22
The last example I want to give you.
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1715
El último ejemplo que les doy.
Este es un mapa del Lago "Soap" en Washington.
16:24
This is a map of Soap Lake, Washington.
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2205
16:26
As you can see, if that's nowhere,
it's in the middle of it.
it's in the middle of it.
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961933
3543
Como ven, si eso es la nada, se encuentra ahí en el medio.
16:30
(Laughter)
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965500
5519
(Risas)
Pero si tienen un lago.
16:36
But they do have a lake.
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971043
2385
16:38
And people used to come from miles
around to swim in the lake.
around to swim in the lake.
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973452
2906
Y las personas hacían miles de millas para nadar al lago.
No lo hacen más. Entonces los padres fundadores dijeron: "Tenemos un poco de plata para gastar.
16:41
They don't anymore.
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1165
16:42
So the founding fathers said,
"We've got some money to spend.
"We've got some money to spend.
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¿Qué podemos construir acá?". Y como en la mayoria de las comisiones,
16:45
What can we build here?"
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980478
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16:46
And like most committees,
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981953
1494
estaban por construir algo bastante prudente.
16:48
they were going to build
something pretty safe.
something pretty safe.
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983471
2192
Y entonces un artista llegó - esta es una verdadera reproducción del artista-
16:50
And then an artist came to them --
this is a true artist's rendering --
this is a true artist's rendering --
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985687
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y quiso construir una lámpara de lava de 55 pies de alto en el medio de la ciudad.
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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5577
16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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3278
Eso es una vaca violeta, eso es algo que vale la pena prestarle atención
17:02
I don't know about you,
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1159
No sé ustedes, pero si la construyen, ese es el lugar al que voy a ir.
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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Muchas gracias a todos por su atención.
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