TED2003
Seth Godin: How to get your ideas to spread
Seth Godin bicara tentang roti potong
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Dalam dunia ini ada banyak pilihan namun hanya sedikit waktu, kita terbiasa mengabaikan hal yang kita anggap biasa. Pakar marketing Seth Godin menjelaskan kepada kita, mengapa ide aneh atau bahkan buruk biasanya paling berhasil menarik perhatian kita.
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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Saya akan memberikan empat contoh -- dan akan saya bahas belakangan --
00:28
I'm going to cover at the end
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Silk melipatgandakan penjualan hanya dengan melakukan satu hal.
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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Seniman bernama Jeff Koons beranjak dari bukan siapa-siapa
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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bisa menghasilkan banyak uang dan memberi dampak besar,
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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Frank Gehry mendefinisi ulang makna menjadi arsitek.
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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Dan salah satu kesalahan terbesar saya sebagai penjual beberapa tahun ke belakang,
perusahaan rekaman saya yang mempunyai CD berjudul "Sauce"
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Sebelum saya lanjutkan, saya perlu menceritakan tentang roti potong dan seorang pria bernama 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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Sebelum roti potong ditemukan pada tahun 1910an
saya penasaran apa pendapat mereka?
00:58
I wonder what they said?
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Apa seperti penemuan hebat semacam... telegraf atau lainnya
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Tapi orang ini, Otto Rohwedder, menemukan roti potong,
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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dia berfokus, seperti kebanyakan penemu lain, pada paten dan produksi.
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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Yang unik tentang penemuan roti potong adalah --
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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selama 15 tahun setelah roti potong ditemukan
01:18
no one bought it; no one knew about it;
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tak ada yang membelinya, tak ada yang tahu. Kegagalan yang sempurna.
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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Dan alasannya, sebelum Wonder datang
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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menyebarkan ide tentang roti potong, tidak ada yang menginginkannya.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Itulah kisah sukses roti potong,
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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seperti kisah sukses lain yang kita bicarakan di konferensi ini,
sukses tidak melulu tentang seperti apa patennya, atau seperti apa pabriknya,
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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tapi tentang bisa tidaknya Anda menyebarkan ide Anda.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Menurut saya, cara untuk mendapatkan apa yang Anda inginkan,
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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atau menjadikan perubahan yang Anda inginkan terjadi,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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adalah dengan menemukan cara untuk menyebarkan ide Anda.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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tidak peduli apakah Anda pemilik kedai kopi
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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atau seorang intelektual, atau pemilik bisnis, atau penerbang balon udara.
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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Saya pikir aturan yang sama berlaku bagi semua orang apa pun profesinya.
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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Bahwa kita hidup di abad penyebaran ide.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Orang yang paling bisa menyebarkan idenya, apa pun itu, akan menang
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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Saat membicarakan ini, saya biasanya membahas tentang bisnis
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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bisnis memberikan gambaran terbaik yang bisa kita pakai di presentasi,
dan mudah mencatat perkembangannya.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Tapi maaf kalau saya menggunakan contoh-contoh ini
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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karena saya bicara tentang hal-hal yang mungkin menyinggung profesi Anda.
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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Inti penyebaran ide adalah TV dan hal lain seperti TV.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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TV dan media masa membuat penyebaran ide begitu mudah.
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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saya menyebutnya kompleks industri TV.
Cara kerja kompleks industri TV, Anda membeli waktu tayang iklan --
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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mengganggu orang saat menonton -- agar info Anda tersebar.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Penyebaran info ini membuat Anda bisa menjual lebih banyak produk.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Anda mendapat untung, lalu membeli lebih banyak iklan.
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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Lalu semuanya berulang dan berulang lagi seperti itu,
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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cara kerja yang sama yang diterapkan pada kompleks militer dan industri masa lalu.
dan model itu, sudah kita bahas kemarin,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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kalau kita bisa masuk ke halaman depan google,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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jika kita bisa menemukan cara berpromosi di sana,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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jika kita bisa menemukan cara untuk menangkap orang itu di sana,
03:16
or grab that person by the throat,
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dan memberitahu mereka apa yang kita ingin lakukan.
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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jika kita melakukan itu, orang akan memperhatikan kita, dan kita akan menang.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Kompleks industri TV telah ada sejak masa kecil saya dan juga Anda.
Maksud saya, semua produk ini berhasil karena seseorang menemukan cara
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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untuk berkomunikasi dengan orang-orang saat mereka tidak menduganya.
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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dengan cara yang tidak mereka inginkan, melalui iklan,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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berulang, dan berulang kali, sampai mereka membeli.
03:40
over and over again until they bought it.
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Yang kemudian terjadi, mereka membatalkan kompleks industri TV.
03:42
And the thing that's happened is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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Ini baru saja terjadi beberapa tahun lalu,
03:47
That just over the last few years,
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yang ditemukan oleh orang yang ingin memasarkan apa pun adalah
03:49
what anybody who markets
anything has discovered
anything has discovered
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semuanya tidak berjalan seperti dulu lagi.
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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Maaf kalau gambar ini buram, saya sedang flu saat mengambilnya.
Tapi produk di kotak biru di tengah adalah bintang iklan saya.
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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Sungguh. Saya pergi ke toko, saya sakit, saya perlu obat.
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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Manajer merek untuk produk biru itu menghabiskan 100 juta dolar
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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mengganggu saya selama setahun.
04:10
trying to interrupt me in one year.
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100 juta dolar untuk mengganggu saya dengan iklan TV dan majalah dan spam
04:12
100 million dollars interrupting me
with TV commercials
with TV commercials
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04:15
and magazine ads and Spam
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dan kupon-kupon dan hadiah dan macam-macam--
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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semuanya hanya agar saya bisa mengabaikan setiap iklan mereka.
04:20
all so I could ignore
every single message.
every single message.
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dan saya mengabaikan iklan mereka karena saya tidak butuh penghilang nyeri.
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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Saya membeli yang di kotak kuning karena itu yang biasa saya beli.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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Saya tidak akan menghabiskan waktu untuk melihat yang lain,
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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karena saya tidak peduli.
04:34
because I don't care.
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Ini majalah berjudul Hydrate. Isinya 180 halaman semua tentang air.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Suara tawa)
04:41
(Laughter)
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Betul. Artikel tentang air, iklan tentang air.
04:42
Articles about water, ads about water.
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Bayangkan bagaimana dunia ini 40 tahun lalu
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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saat cuma ada Saturday Evening Post dan Time dan Newsweek.
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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sekarang ada majalah tentang air.
04:51
Now there are magazines about water.
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Produk baru dari Coke Japan -- salad air.
04:53
New product from Coke Japan: water salad.
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(Suara tawa)
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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Coke Japan menghasilkan produk baru setiap tiga minggu.
Karena mereka tidak tahu mana yang berhasil dan mana yang tidak.
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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Saya tidak bisa menulisnya lebih baik dari ini. Ini terbit empat hari lalu --
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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Saya melingkari bagian penting agar Anda bisa melihatnya.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Mereka menulis... Arby akan mengalokasikan 85 juta dolar untuk mempromosikan sarung tangan oven
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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dengan suara Tom Arnold,
05:18
with the voice of Tom Arnold,
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berharap orang-orang akan datang ke Arby dan membeli roti isi daging panggang.
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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(Suara tawa)
05:26
(Laughter)
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Saya coba membayangkan bagaimana iklan TV-nya
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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dibintangi oleh Tom Arnold, apakah itu bisa membuat Anda masuk mobil,
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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mengemudi melintasi kota dan membeli roti isi daging panggang.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Suara tawa)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Nah, ini Copernicus, dan dia benar,
saat dia berbicara dengan semua orang yang perlu mendengar ide Anda.
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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Dunia berputar mengelilingi aku. Aku, aku, aku, aku, aku. Orang favoritku -- aku.
05:48
Me, me, me, me. My favorite person -- me.
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Saya tidak mau mendapat email dari orang lain, saya mau email tentang saya.
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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(Suara tawa)
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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Jadi konsumen, dan ini bukan hanya mereka yang membeli di Safeway,
maksud saya, orang di Departemen Pertahanan yang mungkin membeli sesuatu,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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atau orang di New Yorker yang mungkin mencetak artikel Anda.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Konsumen tidak peduli tentang Anda sama sekali, mereka tidak peduli, itu saja.
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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Sebagian alasannya adalah -- mereka punya lebih banyak pilihan dari sebelumnya,
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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dan lebih sedikit waktu.
06:17
and way less time.
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Dan di dunia di mana terlalu banyak pilihan
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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dan sedikit waktu, pilihan orang umumnya adalah mengabaikannya.
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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Analoginya adalah seperti Anda mengemudi di jalan
dan Anda melihat sapi, dan Anda terus saja mengemudi
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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karena Anda sudah biasa melihat sapi.
Sapi menjadi tidak tampak, sapi membosankan.
06:35
Cows are invisible. Cows are boring.
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Siapa juga yang akan berhenti lalu bilang -- lihat, ada sapi. Tidak ada.
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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(Suara tawa)
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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Tapi jika ada sapi ungu -- animasi yang bagus ya?
Bisa saya ulangi lagi kalau mau.
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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Jika sapinya berwarna ungu, Anda pasti akan memperhatikannya.
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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Jika semua sapi memang ungu, Anda akan bosan juga dengan itu.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Yang akan menentukan apakah sesuatu dibicarakan,
diselesaikan, diubah,
07:01
what gets done, what gets changed,
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apa yang dibeli, apa yang dibangun,
07:03
what gets purchased, what gets built,
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adalah - apakah hal itu menarik perhatian?
07:05
is: "Is it remarkable?"
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Menarik perhatian, kata yang keren karena kita menyangka artinya hanya tidak biasa,
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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padahal itu juga berarti -- layak diingat.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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dan inilah inti dari penyebaran ide.
Dua mobil terkeren di Amerika adalah mobil raksasa seharga 55.000 dolar,
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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yang bisa menampung mobil VW mini di bagasinya.
07:27
big enough to hold a Mini in its trunk.
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Orang membayar harga penuh untuk keduanya. dan persamaan di antara dua mobil itu
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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adalah tidak ada persamaan sama sekali
07:35
is that they don't have
anything in common.
anything in common.
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(Suara tawa)
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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Setiap minggu DVD terlaris di Amerika terus berganti.
Tidak pernah selalu "The Godfather," atau "Citizen Kane,"
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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Selalu film kelas tiga dengan bintang kelas dua.
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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Alasan mereka jadi nomor satu karena mereka dirilis minggu itu.
07:56
Because it's new, because it's fresh.
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Karena itu baru, karena segar.
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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Karena orang melihatnya lalu bilang -- saya baru tahu ada film itu--
dan mereka menyadarinya.
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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Dua sukses besar dalam industri ritel 20 tahun terakhir --
satu menjual barang sangat-mahal dalam kotak biru,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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satu lagi menjual barang yang sangat murah sekali.
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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Persamaan mereka satu-satunya adalah mereka berbeda.
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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Kita ada di bisnis fesyen, apa pun profesi kita.
kita di bisnis fesyen.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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Keunikannya adalah orang di bisnis fesyen
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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tahu bagaimana rasanya di bisnis fesyen, karena mereka terbiasa.
Sedangkan kita harus berpikir bagaimana cara memiliki pola pikir seperti itu.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Kita harus paham bahwa ini bukan tentang iklan sehalaman penuh,
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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atau memaksa bertemu dengan orang.
08:32
or insisting on meetings with people.
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Tapi proses yang sangat berbeda yang menentukan ide mana yang tersebar,
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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dan mana yang gagal.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Kursi ini misalnya -- mereka menghasilkan milyaran dolar dari kursi Aeron
dengan mengubah makna menjual sebuah kursi.
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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Mereka mengubah kursi dari barang yang dibeli oleh departemen pengadaan,
menjadi simbol status Anda di tempat kerja
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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Orang ini, Lionel Poilane, pembuat roti terkenal di dunia --
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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dia meninggal sekitar dua bulan lalu,
dia adalah pahlawan dan teman baik saya.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Dia tinggal di Paris. Tahun lalu dia menjual roti Prancis seharga 10 juta dolar.
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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Setiap roti dipanggang di toko miliknya, satu persatu, di tungku kayu.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Saat Lionel memulai bisnis toko roti, orang Prancis mencemoohnya.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Mereka tidak mau membeli rotinya karena tidak seperti "roti Prancis."
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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Tidak seperti yang mereka duga.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Rapi, menarik perhatian, dan perlahan menyebar dari satu orang ke orang lainnya
09:25
and slowly, it spread
from one person to another person
from one person to another person
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sampai akhirnya, menjadi roti resmi restoran bintang tiga di 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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Sekarang dia tinggal di London dan mengirimkan rotinya ke seluruh dunia.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Apa yang penjual biasa lakukan adalah membuat produk biasa untuk orang biasa.
Itulah inti dari pemasaran masal.
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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Hindari yang tepi, kejar yang tengah,
itulah pasar yang besar.
Mereka akan mengabaikan orang culun,
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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dan tentu saja, orang yang kolot.
09:52
It was all about going for the center.
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Semua untuk mengejar yang tengah.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
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tapi di dunia di mana kompleks industri TV telah rusak,
Saya rasa strategi itu tidak bisa kita gunakan lagi.
09:58
I don't think that's a strategy
we want to use any more.
we want to use any more.
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10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
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Strategi yang harus kita gunakan adalah dengan tidak memasarkan pada orang-orang ini
10:04
because they're really good
at ignoring you.
at ignoring you.
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karena mereka sangat hebat dalam mengabaikan kita.
10:06
But market to these
people because they care.
people because they care.
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Pasarkanlah kepada orang-orang ini, karena mereka peduli.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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Mereka adalah orang yang terobsesi pada sesuatu.
10:14
And when you talk to them, they'll listen,
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Dan saat Anda bicara, mereka akan mendengarkan
10:16
because they like listening --
it's about them.
it's about them.
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mereka senang mendengarkan -- yang berkaitan dengan mereka.
dan jika Anda beruntung, mereka akan memberi tahu teman mereka
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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pada bagian lain kurva, dan nantinya akan tersebar.
10:23
and it'll spread.
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Tersebar ke seluruh kurva.
10:24
It'll spread to the entire curve.
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Ada istilah Otaku -- sebuah istilah bahasa Jepang yang hebat.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
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Menggambarkan keinginan seseorang yang terobsesi, sampai-sampai misalnya,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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mengemudi melintasi Tokyo hanya untuk mencoba restoran ramen baru,
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
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10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
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karena itulah yang mereka lakukan. Mereka terobsesi pada hal itu.
10:38
To make a product, to market an idea,
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Membuat produk, memasarkan ide,
mendapatkan masalah yang ingin Anda selesaikan
10:41
to come up with any problem
you want to solve
you want to solve
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apabila tidak berhubungan dengan sebuah otaku,
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
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hampir tidak mungkin.
10:46
is almost impossible.
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Jadi, Anda harus menemukan suatu kelompok
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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yang benar-benar peduli dengan yang ingin Anda sampaikan.
10:51
about what it is you have to say.
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Bicara kepada mereka dan mudahkan mereka untuk menyampaikan ke teman mereka.
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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10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
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Ada otaku saos pedas, tapi tidak ada otaku mustard.
11:00
That's why there's lots and lots
of kinds of hot sauces,
of kinds of hot sauces,
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Karena itulah ada banyak sekali jenis saos pedas,
tapi tidak banyak jenis mustard.
11:03
and not so many kinds of mustard.
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bukan karena sulit untuk membuat mustard yang beda
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
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-- Anda bisa membuat mustrad yang beda --
11:07
you could make interesting mustard --
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tapi tidak ada yang membuatnya karena tidak ada yang terobsesi padanya,
11:09
but people don't,
because no one's obsessed with it,
because no one's obsessed with it,
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dan tidak ada orang yang akan bercerita pada temannya.
11:12
and thus no one tells their friends.
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Krispy Kreme telah mengetahui hal ini.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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Krispy Kreme punya strategi, yang mereka lakukan adalah,
11:16
It has a strategy, and what they do is,
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memasuki sebuah kota, lalu bicara pada orang yang punya 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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lalu mereka tersebar ke seluruh kota
11:20
and then they spread through the city
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ke orang yang baru saja menyebrang jalan.
11:22
to the people who've just
crossed the street.
crossed the street.
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Yoyo ini harganya 112 dolar, tapi mati selama 12 menit.
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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Tidak semua orang menginginkannya, tapi mereka tidak peduli.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Mereka bicara pada orang yang peduli, dan mungkin ini akan tersebar.
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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Orang-orang ini membuat speaker mobil terbising sedunia.
11:35
These guys make the loudest
car stereo in the world.
car stereo in the world.
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11:38
(Laughter)
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1976
(Suara tawa)
11:40
It's as loud as a 747 jet.
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Sebising pesawat jet 747, kita tak bisa naik
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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mobil ini punya kaca anti peluru
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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karena kaca biasa pasti akan pecah.
11:47
But the fact remains
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Faktanya tetap saja, saat ada seseorang
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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3134
ingin memasang speaker di mobilnya,
jika mereka telah mendapat 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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atau mereka mendengar dari orang lain,
lalu mereka memilih ini.
11:55
they go ahead and they pick this.
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Sangat sederhana -- Anda menjual pada mereka yang mendengar,
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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dan mungkin, orang-orang itu akan memberitahu teman mereka.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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Jadi saat Steve Jobs bicara di depan 50.000 orang pada presentasinya, benar,
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
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yang menyaksikannya dari 130 negara
menyaksikan iklannya selama dua jam --
12:08
watching his two-hour commercial --
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12:10
that's the only thing keeping
his company in business --
his company in business --
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itulah satu-satunya yang membuat perusahaannya berjalan --
50.000 orang itulah yang cukup peduli
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
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12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
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2810
untuk menonton iklan selama dua jam, dan memberitahu teman-temannya.
Pearl Jam merilis 96 album dalam dua tahun terakhir.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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Semuanya mendatangkan untung. Bagaimana caranya?
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
Mereka hanya menjualnya di website mereka.
12:25
Those people who buy them have the otaku,
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Mereka yang membeli dari website punya 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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dan mereka akan memberitahu teman mereka, lalu tersebar dan terus menyebar.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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Dipan rumah sakit ini harganya 10.000 dolar, 10 kali lipat umumnya.
Tapi rumah sakit membelinya lebih cepat dari model lainnya.
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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Kutek Hard Candy, tidak menarik bagi semua orang,
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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tapi bagi yang menyukainya, mereka gila-gilaan membicarakannya.
Kaleng cat ini menyelamatkan perusahaan cat Dutch Boy,
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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menghasilkan kekayaan. Harganya lebih mahal 35 persen dari yang biasa
12:49
making them a fortune.
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12:50
It costs 35 percent more
than regular paint
than regular paint
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2047
karena Dutch Boy membuat kaleng yang dibicarakan orang, karena menarik perhatian.
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
Mereka tidak hanya menempelkan iklan baru produknya,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
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mereka mengubah makna pembuatan produk cat.
12:59
they changed what it meant
to build a paint product.
to build a paint product.
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13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
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4673
AmIhotornot.com -- setiap hari 250.000 orang mendatangi situs ini,
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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dikelola oleh dua sukarelawan, dan mereka sangat perhitungan, dan
13:10
(Laughter)
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(Suara tawa)
mereka sampai pada hasil ini tidak dengan banyak iklan.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
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3048
Mereka berhasil karena punya cara menarik perhatian,
13:17
They got this way by being remarkable,
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kadang agak terlalu menarik perhatian.
13:20
sometimes a little too remarkable.
259
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1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
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4299
Bingkai foto ini memiliki kabel di belakangnya,
13:26
and you plug it into the wall.
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1649
lalu kita bisa menempelkannya ke dinding.
13:27
My father has this on his desk,
262
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1849
Ayah saya punya ini di mejanya,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
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4436
dan dia melihat cucunya setiap hari, berganti secara teratur.
Setiap orang yang datang ke kantornya
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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mendengar seluruh cerita bagaimana ini sampai ke mejanya.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
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2640
dan sedikit demi sedikit, idenya menyebar.
13:42
These are not diamonds, not really.
267
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Ini bukan berlian, sungguh,
13:45
They're made from "cremains."
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1744
ini dibuat dari abu kremasi.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
269
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2810
Setelah Anda di kremasi, Anda bisa membuat diri Anda jadi perhiasan.
13:50
(Laughter)
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1047
(Suara tawa)
13:51
Oh, you like my ring? It's my grandmother.
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2286
Oh, Anda suka cincin saya? Ini nenek saya
(Suara tawa)
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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Bisnis yang paling cepat berkembang adalah pemakaman.
Tapi Anda tidak harus jadi Ozzie Osborne --
14:03
But you don't have to be Ozzie Osborne --
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2025
Anda tidak harus jadi sangat aneh untuk melakukan hal ini.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
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2286
14:07
What you have to do
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1214
Yang harus Anda lakukan adalah mengetahui apa orang inginkan dan memberikannya kepada mereka.
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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Dua aturan singkat sebagai penutup.
14:11
A couple of quick rules to wrap up.
278
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1667
Pertama adalah: Desain menjadi gratis saat kita membesar.
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
Dan orang yang menghasilkan hal yang menarik perhatian
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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2388
lebih sering bisa menemukan cara menghasilkan desain yang berhasil.
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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Yang kedua: Hal paling berisiko adalah main aman.
14:27
Proctor and Gamble knows this, right?
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Proctor & Gamble tahu hal ini bukan?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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Model keseluruhan Proctor & Gamble
14:31
is always about average products
for average people.
for average people.
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adalah tentang produk biasa untuk orang biasa.
Itu berisiko. Hal paling aman saat ini adalah berada di pinggiran,
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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menarik perhatian.
14:38
be remarkable.
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Dan menjadi sangat baik adalah hal terburuk yang bisa Anda lakukan.
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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Sangat baik itu membosankan, sangat baik itu biasa saja.
14:44
Very good is boring. Very good is average.
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Tidak peduli apakah Anda membuat album rekaman,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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atau seorang arsitek, atau punya gelar di sosiologi.
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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kalau Anda sangat baik, tidak akan berhasil, tidak ada yang akan memperhatikannya
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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Jadi tiga cerita saya.
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. Menaruh produk yang seharusnya tidak perlu ada di bagian pendingin
di sebelah susu yang ada di bagian pendingin.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Penjualan meningkat tiga kali lipat. Kenapa?
15:04
Sales tripled. Why?
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Susu, susu, susu, susu, susu -- bukan susu.
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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Untuk orang yang ada di sana dan melihat bagian itu,
15:12
it was remarkable.
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hal ini menarik perhatian.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Mereka tidak meningkatkan penjualan dengan iklan,
mereka meningkatkanya dengan sesuatu yang menarik perhatian.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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Ini adalah karya seni yang luar biasa. Anda tidak perlu menyukainya,
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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tapi anjing dari semak setinggi 40 kaki
di tengah kota New York, menarik perhatian.
15:26
is remarkable.
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1151
15:27
(Laughter)
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Frank Gehry tidak hanya mengubah museum,
15:28
Frank Gehry didn't just change a museum;
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903389
1918
dia mengubah keseluruhan ekonomi kota
15:30
he changed an entire city's economy
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905331
2886
dengan mendesain satu gedung yang didatangi orang dari seluruh dunia.
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
4558
15:37
Now, at countless meetings at, you know,
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1905
Pada banyak rapat, misalnya
15:39
the Portland City Council,
or who knows where,
or who knows where,
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2724
di Dewan Kota Portland, atau di manapun,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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3261
mereka berkata, kita butuh arsitek -- bisa kita hubungi Frank Gehry tidak?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Karena dia melakukan sesuatu di pinggiran.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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2243
Dan kegagalan terbesar saya? Saya membuat
15:50
(Music)
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2709
(Musik)
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
album rekaman, dan semoga banyak lagi album
dalam format SACD -- format baru yang menarik perhatian--
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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3301
dan saya memasarkannya langsung pada pemilik stereo 20.000 dolar.
Orang yang punya stereo 20.000 dolar tidak suka musik baru
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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4459
(Suara tawa)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Jadi yang Anda harus temukan adalah orang yang peduli.
Yang akan mengacungkan tangan dan berkata,
16:17
Who is going to raise their hand and say,
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"saya mau mendengar apa yang Anda lakukan selanjutnya,"
16:19
"I want to hear what you're doing next,"
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dan menjual sesuatu kepada mereka.
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
Contoh terakhir yang ingin saya berikan.
Ini adalah peta Soap Lake, 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
Seperti Anda lihat, terpencil, kota ini ada di tengahnya.
16:30
(Laughter)
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5519
(Suara tawa)
Tapi mereka memang punya danau.
16:36
But they do have a lake.
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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
Dan orang biasa datang dari sekitarnya untuk berenang di danau.
Sekarang tidak lagi. Jadi para sesepuh kota itu berkata. "Kita punya uang.
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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2883
Apa yang bisa kita bangun di sini?" Dan seperti komite pada umumnya,
16:45
What can we build here?"
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1451
16:46
And like most committees,
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mereka akan membangun sesuatu, cari aman.
16:48
they were going to build
something pretty safe.
something pretty safe.
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Lalu ada seniman yang datang -- dia adalah seniman sejati--
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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dia ingin membuat lampu lava setinggi 55 kaki di tengah kota.
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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Itu adalah sapi ungu, itu adalah sesuatu yang layak diperhatikan.
17:02
I don't know about you,
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Saya tidak tahu dengan Anda, tapi jika mereka membangunnya, saya akan ke sana.
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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2000
Terima kasih atas perhatiannya.
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