ABOUT THE SPEAKER
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.

Why you should listen

"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.

After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission MarketingAll 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.

More profile about the speaker
Seth Godin | Speaker | TED.com
TED2003

Seth Godin: How to get your ideas to spread

Seth Godin--切片土司及引爆點

Filmed:
6,737,198 views

在這個選擇越多,時間越少的時代裡,我們明顯的選擇就是去忽略一些基本的東西。行銷大師Seth Godin散播出的觀念是,當越壞的、越奇異的想法,比起無趣的那些想法更成功。
- 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

Double-click the English transcript below to play the video.

00:25
I'm going to give you
four specific具體 examples例子,
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我要告訴你們四個具體的例子,我將會留到最後說明。
00:28
I'm going to cover at the end結束
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一家名為Silk的公司,如何用一件事創造了三倍的銷售業績。
00:30
about how a company公司 called Silk
tripled三倍 their sales銷售,
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00:32
how an artist藝術家 named命名 Jeff傑夫 Koons昆斯
went from being存在 a nobody沒有人
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藝術家傑夫‧昆斯,如何從無名小卒
00:36
to making製造 a whole整個 bunch of money
and having a lot of impact碰撞,
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變成賺進大把鈔票和具有影響力的人,
00:39
to how Frank坦率 Gehry蓋瑞 redefined重新定義
what it meant意味著 to be an architect建築師.
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還有法蘭克‧蓋瑞,如何重新定義建築師,
00:42
And one of my biggest最大 failures故障
as a marketer營銷 in the last few少數 years年份,
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以及過去幾年,我身為行銷專員的最大敗筆之一,
就是創立一個唱片品牌,並出了一張大碟叫「醬汁」。
00:46
a record記錄 label標籤 I started開始
that had a CD光盤 called "Sauce."
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但在那之前我想跟你談談切片麵包及歐土‧羅威德的故事。
00:50
Before I can do that
I've got to tell you about sliced切片 bread麵包,
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00:53
and a guy named命名 Otto玫瑰油 Rohwedder羅韋德爾.
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00:54
Now, before sliced切片 bread麵包
was invented發明 in the 1910s
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在1910年代切片麵包被發明之前,
我很好奇當時人們說了什麼?
00:58
I wonder奇蹟 what they said?
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像是繼電報之後最偉大的發明之類的。
01:00
Like the greatest最大 invention發明
since以來 the telegraph電報 or something.
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有個人叫歐土‧羅威德發明了切片麵包,
01:03
But this guy named命名 Otto玫瑰油 Rohwedder羅韋德爾
invented發明 sliced切片 bread麵包,
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他像許多發明家一樣,專注於專利和製造的部分。
01:06
and he focused重點, like most inventors發明家 did,
on the patent專利 part部分 and the making製造 part部分.
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01:11
And the thing about the invention發明
of sliced切片 bread麵包 is this --
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切片麵包這項發明有趣的一點是,
01:14
that for the first 15 years年份
after sliced切片 bread麵包 was available可得到
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在最初發明的15年,
01:18
no one bought it; no one knew知道 about it;
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沒有人要買它,也沒有人知道,完全是個徹底的失敗。
01:21
it was a complete完成 and total failure失敗.
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01:23
And the reason原因
is that until直到 Wonder奇蹟 came來了 along沿
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直到「奇異麵包」出現,
01:28
and figured想通 out how to spread傳播
the idea理念 of sliced切片 bread麵包,
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找出如何散播切片麵包這個想法,才開始有人要買。
01:32
no one wanted it.
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01:33
That the success成功 of sliced切片 bread麵包,
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切片麵包的成功,
01:35
like the success成功 of almost幾乎 everything
we've我們已經 talked about at this conference會議,
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就像所有我們在這座談會上談論的成功例子,
並非總是關於專利或工廠的規模,
01:39
is not always about what the patent專利
is like, or what the factory is like --
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而是關於你是否能夠散播你的想法。
01:45
it's about can you get
your idea理念 to spread傳播, or not.
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我認為要獲得你所想要的東西,
01:49
And I think that the way
you're going to get what you want,
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或是實踐你想要創造的改變,
01:52
or cause原因 the change更改 that you want
to change更改, to happen發生,
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就是你必須找出辦法散播你的想法。
01:55
is to figure數字 out a way
to get your ideas思路 to spread傳播.
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對我而言無論你是在經營咖啡店,
01:57
And it doesn't matter to me
whether是否 you're running賽跑 a coffee咖啡 shop
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或你是學者,或是商人,或是你駕駛熱氣球,
02:01
or you're an intellectual知識分子,
or you're in business商業,
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02:03
or you're flying飛行 hot air空氣 balloons氣球.
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我認為這個觀念對每個人都有用,不管我們從事什麼工作。
02:06
I think that all this stuff東東 applies適用
to everybody每個人 regardless而不管 of what we do.
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我們所處的是一個觀念傳播的世紀,
02:12
That what we are living活的 in
is a century世紀 of idea理念 diffusion擴散.
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有能力傳播觀念的人,無論傳播的是什麼觀念,都會是贏家。
02:17
That people who can spread傳播 ideas思路,
regardless而不管 of what those ideas思路 are, win贏得.
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02:21
When I talk about it
I usually平時 pick business商業,
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我常拿商業來當例子,
02:23
because they make the best最好 pictures圖片
that you can put in your presentation介紹,
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因為他們有最棒的照片讓你做簡報 ,
也是保留記錄最簡單的方法。
02:27
and because it's the easiest最簡單的
sort分類 of way to keep score得分了.
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但是請包容我使用這些例子 ,
02:30
But I want you to forgive原諒 me
when I use these examples例子
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因為這些都可能是你想花時間做的事。
02:32
because I'm talking about anything
that you decide決定 to spend your time to do.
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傳播觀念的核心就是電視及類似的媒體,
02:36
At the heart of spreading傳播 ideas思路
is TV電視 and stuff東東 like TV電視.
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電視和大眾媒體,以特定的方式,使傳播觀念變得容易。
02:41
TV電視 and mass media媒體 made製作 it really easy簡單
to spread傳播 ideas思路 in a certain某些 way.
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02:47
I call it the "TV-industrial電視產業 complex複雜."
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我稱它為「電視工業綜合體」。
運作的方式是你購買廣告時段,
02:50
The way the TV-industrial電視產業 complex複雜 works作品,
is you buy購買 some ads廣告,
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打擾一些人,讓你散佈訊息,
02:53
interrupt打斷 some people,
that gets得到 you distribution分配.
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利用這訊息的傳播賣出更多商品。
02:56
You use the distribution分配 you get
to sell more products製品.
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你再利用銷售的盈利,來購買更多的廣告。
03:00
You take the profit利潤
from that to buy購買 more ads廣告.
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03:03
And it goes around and around and around,
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這模式一直不斷的循環重複,
03:05
the same相同 way that the military-industrial軍工業
complex複雜 worked工作 a long time ago.
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跟多年前軍隊和工業綜合體的運作方式一樣,
那個模式也就是我們昨天聽到的。
03:09
That model模型 of,
and we heard聽說 it yesterday昨天 --
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如果我們能登上Google的首頁,
03:11
if we could only get
onto the homepage主頁 of Google谷歌,
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如果我們懂得如何在那上面行銷,
03:13
if we could only figure數字 out
how to get promoted提拔 there,
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如果我們懂得如何抓住人的注意力,
03:16
or grab that person by the throat,
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然後告訴他們我們想做的事。
03:18
and tell them about what we want to do.
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03:20
If we did that then everyone大家 would pay工資
attention注意, and we would win贏得.
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如果我們做得到每個人就會注意到,我們就贏了。
03:24
Well, this TV-industrial電視產業 complex複雜 informed通知
my entire整個 childhood童年 and probably大概 yours你的.
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電視工業綜合體在我和你的童年散播資訊,
這些商品會成功,是因為
03:30
I mean, all of these products製品 succeeded成功
because someone有人 figured想通 out
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有人知道了如何,以驚喜的方式觸動人心,
03:35
how to touch觸摸 people in a way
they weren't expecting期待,
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或是以人們不希望的方式,
03:38
in a way they didn't
necessarily一定 want, with an ad廣告,
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持續廣告直到人們買下它為止。
03:40
over and over again until直到 they bought it.
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接下來發生的是,他們取消了電視工業綜合體,
03:42
And the thing that's happened發生 is,
they canceled取消 the TV-industrial電視產業 complex複雜.
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就在過去幾年,
03:47
That just over the last few少數 years年份,
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任何做行銷的專員都發現到,
03:49
what anybody任何人 who markets市場
anything has discovered發現
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電視工業綜合體已經失去以往的效果了。
03:52
is that it's not working加工
the way that it used to.
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03:54
This picture圖片 is really fuzzy模糊, I apologize道歉;
I had a bad cold when I took it.
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我很抱歉這張照片很模糊,因為當時我感冒很嚴重。
但是在中央的那個藍色產品,就是我要說的範例。
03:58
(Laughter笑聲)
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04:00
But the product產品 in the blue藍色 box
in the center中央 is my poster海報 child兒童.
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我到熟食店去我生病了,我需要買藥。
04:03
I go to the deli熟食店; I'm sick生病;
I need to buy購買 some medicine醫學.
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那藍色產品的品牌經理花了一億美金,
04:07
The brand manager經理 for that blue藍色 product產品
spent花費 100 million百萬 dollars美元
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嘗試在一年內讓我停下來看。
04:10
trying to interrupt打斷 me in one year.
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用一億元打電視和雜誌廣告,嘗試用垃圾、郵件、
04:12
100 million百萬 dollars美元 interrupting中斷 me
with TV電視 commercials廣告
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04:15
and magazine雜誌 ads廣告 and Spam垃圾郵件
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優待券、空架子和包裝來吸引我,
04:17
and coupons優惠券 and shelving貨架
allowances津貼 and spiffSPIFF --
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好讓我可以漠視所有的訊息。
04:20
all so I could ignore忽視
every一切 single message信息.
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我漠視所有訊息,因為我沒有止痛的需要。
04:23
And I ignored忽視 every一切 message信息
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04:25
because I don't have
a pain疼痛 reliever投手 problem問題.
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我買黃色包裝的東西,因為習慣了。
04:27
I buy購買 the stuff東東 in the yellow黃色 box
because I always have.
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而我不會花任何時間來解決她的問題,
04:29
And I'm not going to invest投資 a minute分鐘
of my time to solve解決 her problem問題,
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因為我沒興趣。
04:34
because I don't care關心.
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這是一本叫「水合物」的雜誌,有180頁關於水的報導。
04:36
Here's這裡的 a magazine雜誌 called "Hydrate水合物."
It's 180 pages網頁 about water.
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(笑聲)
04:41
(Laughter笑聲)
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關於水的報導,關於水的廣告,
04:42
Articles用品 about water, ads廣告 about water.
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想像一下40年前的世界,
04:45
Imagine想像 what the world世界
was like 40 years年份 ago,
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當時只有星期六晚郵時代雜誌、商業週刊,
04:48
with just the Saturday星期六 Evening晚間 Post崗位
and Time and Newsweek新聞周刊.
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現在則有關於水的雜誌。
04:51
Now there are magazines雜誌 about water.
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日本可口可樂的新產品:水沙拉,
04:53
New product產品 from Coke可樂 Japan日本: water salad沙拉.
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(笑聲)
04:56
(Laughter笑聲)
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04:57
Coke可樂 Japan日本 comes out
with a new product產品 every一切 three weeks,
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每三個星期,日本可口可樂就推出一個新產品。
因為他們根本不知道,什麼產品會賣,什麼不會。
05:02
because they have no idea理念
what's going to work and what's not.
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我自己都無法寫得更好,這是四天前推出的。
05:05
I couldn't不能 have written書面
this better myself.
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05:07
It came來了 out four days ago --
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我將重要的部分圈起來,好讓你們看清楚。
05:09
I circled盤旋 the important重要 parts部分
so you can see them here.
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出現了。阿比斯將花八千五百萬推銷一個烤箱手套,
05:13
They've他們已經 come out...
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05:14
Arby's阿拜的 is going to spend
85 million百萬 dollars美元 promoting促進 an oven烤箱 mitt手套
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用湯姆‧阿諾特的聲音做廣告,
05:18
with the voice語音 of Tom湯姆 Arnold阿諾德,
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期待人們會到阿比斯速食店,買烤牛肉三明治。
05:21
hoping希望 that that will get people to go
to Arby's阿拜的 and buy購買 a roast beef牛肉 sandwich三明治.
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(笑聲)
05:26
(Laughter笑聲)
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我嘗試想像電視上的動畫廣告
05:27
Now, I had tried試著 to imagine想像 what could
possibly或者 be in an animated動畫 TV電視 commercial廣告
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會如何利用湯姆‧阿諾特的聲音,使你想跳進車子,
05:32
featuring特色 Tom湯姆 Arnold阿諾德,
that would get you to get in your car汽車,
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開進城裡買一個烤牛肉三明治。
05:36
drive駕駛 across橫過 town
and buy購買 a roast beef牛肉 sandwich三明治.
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(笑聲)
05:39
(Laughter笑聲)
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05:40
Now, this is Copernicus哥白尼, and he was right,
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這是哥白尼,而他說對了。
當他跟一個想聽別人意見的人說話時,他說:
05:44
when he was talking to anyone任何人
who needs需求 to hear your idea理念.
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05:46
"The world世界 revolves圍繞 around me."
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他說:世界繞著我旋轉,我、我、我、我、我。我最愛的人:我。
05:48
Me, me, me, me. My favorite喜愛 person -- me.
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我不想收到別人寄的電子郵件,我想要收到「我的郵件」。
05:51
I don't want to get email電子郵件
from anybody任何人; I want to get "memailmemail."
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05:54
(Laughter笑聲)
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(笑聲)
05:56
So consumers消費者, and I don't just mean
people who buy購買 stuff東東 at the Safeway西夫韋;
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消費者,我不只是指在Safeway超市買東西的人,
我指的是在國防部工作且想買東西的人,
06:02
I mean people at the Defense防禦 Department
who might威力 buy購買 something,
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或是在紐約客雜誌幫你印文章的那些人。
06:05
or people at, you know, the New Yorker紐約客
who might威力 print打印 your article文章.
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消費者根本不管你死活,他們不在乎你。
06:08
Consumers消費者 don't care關心 about you
at all; they just don't care關心.
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其中一個原因是,現在他們比以前擁有更多的選擇,
06:13
Part部分 of the reason原因 is -- they've他們已經 got
way more choices選擇 than they used to,
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卻擁有更少的時間。
06:17
and way less time.
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在這個擁有太多選擇,
06:19
And in a world世界 where we have
too many許多 choices選擇 and too little time,
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卻太少時間的世界,最明顯的事情就是忽視。
06:23
the obvious明顯 thing to do
is just ignore忽視 stuff東東.
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06:27
And my parable寓言 here
is you're driving主動 down the road
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我打個比喻,你正在路上開車 ,
看到一隻牛,然後又繼續向前開,
06:31
and you see a cow, and you keep driving主動
because you've seen看到 cows奶牛 before.
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因為你已經看過牛了。
牛是透明的、無聊的。
06:35
Cows奶牛 are invisible無形. Cows奶牛 are boring無聊.
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誰會停到路邊然後指著牛說:看!有一隻牛耶!沒人會這樣做。
06:38
Who's誰是 going to stop and pull over
and say -- "Oh, look, a cow."
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06:41
Nobody沒有人.
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06:42
(Laughter笑聲)
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(笑聲)
06:44
But if the cow was purple紫色 --
isn't that a great special特別 effect影響?
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但是,如果那隻牛是紫色的--這是一個很棒的特效,對吧?
如果你想看我可以再做一次。
06:48
I could do that again if you want.
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06:49
If the cow was purple紫色,
you'd notice注意 it for a while.
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如果牛是紫色的,你會注意一下。
06:54
I mean, if all cows奶牛 were purple紫色
you'd get bored無聊 with those, too.
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因為如果牛全部都是紫色的,你就又會感到無聊了。
06:57
The thing that's going to decide決定
what gets得到 talked about,
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被決定成為話題的、
被完成的、被改變的、
07:01
what gets得到 doneDONE, what gets得到 changed,
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被購買的、被建蓋的、
07:03
what gets得到 purchased購買, what gets得到 built內置,
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其關鍵就是:那是否與眾不同?
07:05
is: "Is it remarkable卓越?"
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與眾不同是一個酷字,我們常覺得與眾不同只是代表很棒,
07:08
And "remarkable卓越" is a really cool word,
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07:10
because we think it just means手段 "neat整齊,"
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07:12
but it also means手段
"worth價值 making製造 a remark備註 about."
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但也代表值得被談論,
07:16
And that is the essence本質
of where idea理念 diffusion擴散 is going.
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而這就是觀念傳播未來的主要方向。
在美國最熱門的兩部車就是,一輛55000美金的巨型車,
07:21
That two of the hottest最熱 cars汽車
in the United聯合的 States狀態
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07:24
is a 55,000-dollar-美元 giant巨人 car汽車,
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大到可以載一輛MINI奧斯汀在後車廂內。
07:27
big enough足夠 to hold保持 a Mini微型 in its trunk樹幹.
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人們付全價買這兩部車,而這兩部車唯一的共同點,
07:30
People are paying付款 full充分 price價錢 for both,
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07:32
and the only thing they have in common共同
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就是它們沒有共同點。
07:35
is that they don't have
anything in common共同.
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(笑聲)
07:38
(Laughter笑聲)
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07:39
Every一切 week, the number one
best-selling最暢銷 DVDDVD in America美國 changes變化.
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每個星期,美國暢銷第一的DVD都在改變,
永遠不是「教父」或「大國民」。
07:45
It's never "The Godfather教父,"
it's never "Citizen公民 Kane凱恩,"
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永遠都是一些二級演員演的三級電影。
07:48
it's always some third-rate三流 movie電影
with some second-rate第二次評價 star.
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07:51
But the reason原因 it's number one
is because that's the week it came來了 out.
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它成為第一的原因是,那週剛好是它上架的時間。
07:56
Because it's new, because it's fresh新鮮.
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因為它是新的、沒人看過的。
07:58
People saw it and said
"I didn't know that was there"
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因為人們看到會說:啊!我不知道有這個,
然後就注意到了。
08:01
and they noticed注意到 it.
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08:02
Two of the big success成功 stories故事
of the last 20 years年份 in retail零售 --
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過去20年來最成功的兩個零售商--
其中一個用藍盒子賣,超貴的東西;
08:05
one sells塞爾斯 things that are
super-expensive超貴 in a blue藍色 box,
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另一個則是賣跟製作成本一樣便宜的東西。
08:08
and one sells塞爾斯 things that are
as cheap低廉 as they can make them.
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08:11
The only thing they have in common共同
is that they're different不同.
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它們唯一的共同點就是它們是不同的,
08:14
We're now in the fashion時尚 business商業,
no matter what we do for a living活的,
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我們做的是流行商業,無論我們以什麼謀生,
我們都在流行產業裡。
08:18
we're in the fashion時尚 business商業.
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08:19
And people in the fashion時尚 business商業
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而在流行產業裡的人,
08:21
know what it's like to be in the fashion時尚
business商業 -- they're used to it.
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知道在流行產業裡的狀況,因為習慣了。
剩下的我們則必須發掘,
08:24
The rest休息 of us have to figure數字 out
how to think that way.
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如何跟他們想的一樣,了解到這不是用全面廣告去打擾消費者,
08:27
How to understand理解
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08:28
that it's not about interrupting中斷
people with big full-page完整頁面 ads廣告,
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或強調要跟人面對面。
08:32
or insisting堅持 on meetings會議 with people.
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這是一個全然不同的運作方式,來決定哪些觀念,傳播得出去,
08:34
But it's a totally完全 different不同
sort分類 of process處理
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08:37
that determines確定 which哪一個 ideas思路 spread傳播,
and which哪一個 ones那些 don't.
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而哪些不行。
08:40
They sold出售 a billion十億 dollars'美元的
worth價值 of AeronAeron座椅 chairs椅子
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這張椅子,銷售額高達十億的Aeron椅子,
靠的就是重新創造販賣椅子所代表的意義。
08:44
by reinventing重塑
what it meant意味著 to sell a chair椅子.
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08:47
They turned轉身 a chair椅子 from something
the purchasing購買 department bought,
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他們把採購部門所購買的椅子,
變成地位象徵,代表你在職場的位置。
08:51
to something that was a status狀態 symbol符號
about where you satSAT at work.
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這位是萊尼爾‧普蘭,世界上最有名的麵包師--
08:55
This guy, Lionel萊昂內爾 Poil離題âneNE,
the most famous著名 baker麵包師傅 in the world世界 --
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08:58
he died死亡 two and a half months個月 ago,
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他在兩個半月前去逝了,
他既是我的英雄,也是我的好友。
09:01
and he was a hero英雄 of mine
and a dear friend朋友.
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他住在巴黎,去年他賣法國麵包的營業額高達一千萬元,
09:03
He lived生活 in Paris巴黎.
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09:04
Last year, he sold出售 10 million百萬 dollars'美元的
worth價值 of French法國 bread麵包.
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09:08
Every一切 loaf麵包 baked烘烤的 in a bakery麵包店 he owned擁有的,
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他所擁有的每家麵包店所烤出的每一條麵包,都是一次由一位麵包師傅,用木柴烤爐烤出來的。
09:11
by one baker麵包師傅 at a time,
in a wood-fired燒柴 oven烤箱.
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萊尼爾剛創業的時候,法國人嘲笑他,
09:14
And when Lionel萊昂內爾 started開始 his bakery麵包店,
the French法國 pooh-pooh-ed呸-ED it.
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法國人不想買他做的麵包,因為看起來不像法國麵包。
09:18
They didn't want to buy購買 his bread麵包.
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09:19
It didn't look like "French法國 bread麵包."
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這並不是人們所期待的。
09:21
It wasn't what they expected預期.
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09:22
It was neat整齊; it was remarkable卓越;
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但是,那麵包很棒且與眾不同,慢慢地一個傳一個地傳播了出去。
09:25
and slowly慢慢地, it spread傳播
from one person to another另一個 person
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直到最後,那麵包成了巴黎三星餐廳的指定麵包 。
09:29
until直到 finally最後, it became成為 the official官方
bread麵包 of three-star三星級 restaurants餐館 in Paris巴黎.
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09:33
Now he's in London倫敦, and he ships船舶
by FedEx聯邦快遞 all around the world世界.
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現在倫敦也有分店,靠著聯邦快遞運送到全球。
09:36
What marketers營銷 used to do is make
average平均 products製品 for average平均 people.
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行銷專員過去做的是,為普通人製造普通的產品。
這就是所謂的大眾行銷。
09:42
That's what mass marketing營銷 is.
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09:43
Smooth光滑 out the edges邊緣; go for the center中央;
that's the big market市場.
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磨平兩端,取中間的那段,
就是大市場。
他們會忽略那些怪客
09:48
They would ignore忽視 the geeks怪才,
and God forbid禁止, the laggards落伍者.
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及老天保佑、那些落後者,
09:52
It was all about going for the center中央.
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全都只鎖定中間那塊大餅。
09:54
But in a world世界 where
the TV-industrial電視產業 complex複雜 is broken破碎,
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但是在電視工業綜合體瓦解的世界裡,
我不認為這是我們想要繼續使用的策略。
09:58
I don't think that's a strategy戰略
we want to use any more.
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10:00
I think the strategy戰略 we want to use
is to not market市場 to these people
187
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我認為我們想要用的策略是,不再鎖定那些人做行銷,
10:04
because they're really good
at ignoring無視 you.
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因為他們太會忽略你了 。
10:06
But market市場 to these
people because they care關心.
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但是針對這些人做行銷,因為他們關心。
10:10
These are the people
who are obsessed痴迷 with something.
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這些是對某些東西著迷的人,
10:14
And when you talk to them, they'll他們會 listen,
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當你跟他們說話時他們會聽,
10:16
because they like listening --
it's about them.
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因為他們喜歡聽,這些跟他們有關。
如果你幸運的話,他們會告訴
10:19
And if you're lucky幸運, they'll他們會 tell
their friends朋友 on the rest休息 of the curve曲線,
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在其餘曲線上的朋友,然後傳播出去。
10:23
and it'll它會 spread傳播.
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傳播到整個曲線上。
10:24
It'll它會 spread傳播 to the entire整個 curve曲線.
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這被稱為「御宅」,一個很棒的日本字。
10:26
They have something I call "otaku宅男" --
it's a great Japanese日本 word.
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形容有人對某種東西的渴望,
10:30
It describes介紹 the desire慾望
of someone有人 who's誰是 obsessed痴迷 to say,
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讓人著迷到開車橫跨東京去嘗試新的拉麵。
10:33
drive駕駛 across橫過 Tokyo東京 to try
a new ramen拉麵 noodle麵條 place地點,
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10:35
because that's what they do:
they get obsessed痴迷 with it.
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這就是御宅族會做的事情,他們沉迷於自己有興趣的東西。
10:38
To make a product產品, to market市場 an idea理念,
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製造一樣產品,行銷一個觀念,
解決你想解決的問題。
10:41
to come up with any problem問題
you want to solve解決
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如果當中沒有一個御宅族的顧客,
10:43
that doesn't have
a constituency選民 with an otaku宅男,
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那將不可能成功。
10:46
is almost幾乎 impossible不可能.
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你必須找到一個族群,真心
10:48
Instead代替, you have to find
a group that really, desperately拼命 cares管它
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且迫切想知道你想說的事情,
10:51
about what it is you have to say.
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跟那些人說,並讓他們能夠很容易地傳達給朋友。
10:53
Talk to them and make it easy簡單
for them to tell their friends朋友.
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10:56
There's a hot sauce otaku宅男,
but there's no mustard芥末 otaku宅男.
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現在有辣椒醬的御宅族,卻沒有芥末醬的御宅族。
11:00
That's why there's lots and lots
of kinds of hot sauces醬汁,
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這就是為什麼有許許多多不同的辣椒醬,
卻沒有很多種的芥末醬。
11:03
and not so many許多 kinds of mustard芥末.
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並不是因為很難做出有趣的芥末醬
11:05
Not because it's hard
to make interesting有趣 mustard芥末 --
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--你可以做出有趣的芥末醬--
11:07
you could make interesting有趣 mustard芥末 --
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而是因為沒有人著迷所以人們不會去做,
11:09
but people don't,
because no one's那些 obsessed痴迷 with it,
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也因此沒人會告訴他們的朋友。
11:12
and thus從而 no one tells告訴 their friends朋友.
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Krispy Kreme甜甜圈完全搞懂了這回事,
11:13
Krispy的Krispy KremeKreme的 has figured想通
this whole整個 thing out.
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Krispy Kreme有一個策略就是,
11:16
It has a strategy戰略, and what they do is,
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它進入一個城市跟御宅族對話,
11:18
they enter輸入 a city, they talk
to the people, with the otaku宅男,
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接著散播到整個城市,
11:20
and then they spread傳播 through通過 the city
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甚至是對街的人。
11:22
to the people who've誰一直 just
crossed越過 the street.
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這個溜溜球價值112元美金,但是需要睡12分鐘,
11:25
This yoyo悠悠球 right here cost成本 112 dollars美元,
but it sleeps睡覺 for 12 minutes分鐘.
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並不是每個人都想買,可是廠商不在乎。
11:29
Not everybody每個人 wants it
but they don't care關心.
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廠商想跟有興趣的人溝通,也許這會散播開來。
11:31
They want to talk to the people
who do, and maybe it'll它會 spread傳播.
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這些人製造全世界最大聲的汽車音響。
11:35
These guys make the loudest最響亮
car汽車 stereo立體聲 in the world世界.
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11:38
(Laughter笑聲)
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1976
(笑聲)
11:40
It's as loud as a 747 jet噴射.
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簡直跟747噴射機一樣大聲,你無法搶東西,因為車子有防彈玻璃
11:42
You can't get in,
the car's汽車 got bulletproof防彈 glass玻璃,
225
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因為車子有防彈玻璃,
11:45
because it'll它會 blow打擊 out
the windshield擋風玻璃 otherwise除此以外.
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否則那音量就會炸碎擋風板。
11:47
But the fact事實 remains遺跡
227
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但事實就是,當有人
11:49
that when someone有人 wants to put
a couple一對 of speakers音箱 in their car汽車,
228
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想在車裡放兩個音箱。
如果他們剛好是御宅族,
11:52
if they've他們已經 got the otaku宅男
or they've他們已經 heard聽說 from someone有人 who does,
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或是從御宅族身上得到消息,
他們就會自然選擇這些,
11:55
they go ahead and they pick this.
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這很簡單--你就是把東西賣給想聽的人,
11:57
It's really simple簡單 -- you sell
to the people who are listening,
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而也許那些人就會告訴其他朋友。
12:00
and just maybe,
those people tell their friends朋友.
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所以當史蒂夫‧賈伯斯用Keynote對著五萬人演講時,
12:02
So when Steve史蒂夫 Jobs工作 talks會談
to 50,000 people at his keynote基調,
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12:05
who are all tuned調整 in from 130 countries國家
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那些人從130個國家飛來,
觀賞他兩個小時的廣告--
12:08
watching觀看 his two-hour兩小時 commercial廣告 --
235
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12:10
that's the only thing keeping保持
his company公司 in business商業 --
236
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那是唯一讓蘋果繼續經營下去的原因--
那五萬人的興趣多得足以
12:13
it's that those 50,000 people
care關心 desperately拼命 enough足夠
237
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12:15
to watch a two-hour兩小時 commercial廣告,
and then tell their friends朋友.
238
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有耐心看完兩個小時的廣告,並且告訴他們的朋友。
珍珠果醬在過去兩年發行了96張大碟,
12:18
Pearl珍珠 Jam果醬, 96 albums專輯 released發布
in the last two years年份.
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每張都賺錢,怎麼辦到的?
12:21
Every一切 one made製作 a profit利潤. How?
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12:23
They only sell them on their website網站.
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他們只在官網上賣。
12:25
Those people who buy購買 them have the otaku宅男,
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在那些消費者當中有御宅族,
12:27
and then they tell their friends朋友,
and it spreads利差 and it spreads利差.
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然後就告訴其他朋友,接著就傳播得更多更遠了。
12:30
This hospital醫院 crib嬰兒床 cost成本 10,000 dollars美元,
10 times the standard標準.
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這個醫院嬰兒床要價一萬美金,是標準床的十倍價格。
可是醫院搶買的速度比其他款式都快。
12:35
But hospitals醫院 are buying購買 it
faster更快 than any other model模型.
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12:37
Hard Candy糖果 nail polish拋光,
doesn't appeal上訴 to everybody每個人,
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「硬糖指甲油」並非人人喜愛,
12:40
but to the people who love it,
they talk about it like crazy.
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可是對喜歡的人來說,他們瘋狂地討論著。
這個油漆桶,保住了「荷蘭男孩」油漆公司。
12:44
This paint塗料 can right here saved保存
the Dutch荷蘭人 Boy男孩 paint塗料 company公司,
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讓他們大賺一筆,比起一般油漆桶高出35%的成本。
12:49
making製造 them a fortune幸運.
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12:50
It costs成本 35 percent百分 more
than regular定期 paint塗料
250
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但是荷蘭男孩製造了一個,大家會討論的油漆桶,因為這油漆桶與眾不同。
12:53
because Dutch荷蘭人 Boy男孩 made製作 a can that people
talk about, because it's remarkable卓越.
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他們並不是只是貼了一張新的廣告,
12:57
They didn't just slap拍擊
a new ad廣告 on the product產品;
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而是改變了製造油漆產品的意義。
12:59
they changed what it meant意味著
to build建立 a paint塗料 product產品.
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13:01
AmIhotornotAmIhotornot.comCOM -- everyday每天
250,000 people go to this site現場,
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「我辣不辣」網站每天有25萬人訪客,
13:06
run by two volunteers志願者, and I can
tell you they are hard graders平地機 --
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由兩位志工維護,我可以告訴各位他們是嚴厲的評分者。
13:10
(Laughter笑聲)
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(笑聲)
他們並不是靠大量廣告獲得人氣,
13:14
They didn't get this way
by advertising廣告 a lot.
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而是靠著與眾不同,
13:17
They got this way by being存在 remarkable卓越,
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有時候太過與眾不同,
13:20
sometimes有時 a little too remarkable卓越.
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13:21
And this picture圖片 frame
has a cord going out the back,
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這個相框背後有條電線,
13:26
and you plug插頭 it into the wall.
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插上插頭 。
13:27
My father父親 has this on his desk,
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我父親的桌上有一個這種相框,
13:29
and he sees看到 his grandchildren孫子
everyday每天, changing改變 constantly經常.
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他就可以每天看到他的孫子,照片不停的變換,
每個走進他辦公室的人,
13:34
And every一切 single person
who walks散步 into his office辦公室
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789312
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13:36
hears就听 the whole整個 story故事
of how this thing ended結束 up on his desk.
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就會聽見這相框的來龍去脈,
13:39
And one person at a time,
the idea理念 spreads利差.
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一次一個人這產品就會傳播出去。
13:42
These are not diamonds鑽石, not really.
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這些不是真的鑽石,
13:45
They're made製作 from "cremains骨灰."
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而是骨灰做的。
13:47
After you're cremated火化 you can
have yourself你自己 made製作 into a gem寶石.
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當你火葬之後,就可以把骨灰做成寶石。
13:50
(Laughter笑聲)
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(笑聲)
13:51
Oh, you like my ring? It's my grandmother祖母.
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噢!你喜歡我的戒指嗎?這是我奶奶。
(笑聲)
13:54
(Laughter笑聲)
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13:59
Fastest-growing增長最快 business商業
in the whole整個 mortuary停屍間 industry行業.
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殯葬業成長最快的商機。
你不需要是奧茲.奧斯朋--
14:03
But you don't have to be Ozzie奧茲 Osborne奧斯本 --
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818244
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或是無法無天才能做到。
14:05
you don't have to be
super-outrageous超離譜 to do this.
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14:07
What you have to do
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你只要能找出人們想要的東西,然後把東西提供給他們就成功了。
14:08
is figure數字 out what people
really want and give it to them.
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最後以兩個原則做結尾。
14:11
A couple一對 of quick rules規則 to wrap up.
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第一個是,當你有規模時設計是免費的,
14:13
The first one is: Design設計
is free自由 when you get to scale規模.
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828323
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能創造出與眾不同的產品的人,
14:17
The people who come up
with stuff東東 that's remarkable卓越
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通常都知道,如何利用設計來讓自己獲利。
14:19
more often經常 than not figure數字 out
how to put design設計 to work for them.
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14:22
Number two: The riskiest最危險 thing
you can do now is be safe安全.
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第二個是,現在最危險的事,就是做安全的事。
14:27
Proctor普羅克特 and Gamble knows知道 this, right?
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842572
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寶僑家品最了解了。
14:29
The whole整個 model模型 of being存在
Proctor普羅克特 and Gamble
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寶僑的模式
14:31
is always about average平均 products製品
for average平均 people.
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846572
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總是提供普通產品給普通人。
這很危險,現在安全的事就是站在極端上,
14:34
That's risky有風險.
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14:35
The safe安全 thing to do now
is to be at the fringes條紋,
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850521
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變得與眾不同。
14:38
be remarkable卓越.
288
853399
1163
而成為非常好的,是你可能做的最壞的事。
14:40
And being存在 very good is one
of the worst最差 things you can possibly或者 do.
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非常好是無聊的、非常好是普通的,
14:44
Very good is boring無聊. Very good is average平均.
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不管你是在製作唱片,
14:47
It doesn't matter whether是否
you're making製造 a record記錄 album專輯,
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862007
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或是一個建築師,或是你有社會學的背景。
14:49
or you're an architect建築師,
or you have a tract管道 on sociology社會學.
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如果是非常好就不會成功,因為沒有人會注意到。
14:52
If it's very good, it's not going to work,
because no one's那些 going to notice注意 it.
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867331
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回到我要說的三個故事。
14:56
So my three stories故事.
294
871223
1376
14:57
Silk put a product產品 that does not need
to be in the refrigerated冷藏 section部分
295
872623
4492
Silk將一個不需要冷藏產品放在
冷藏牛奶的旁邊。
15:02
next下一個 to the milk牛奶
in the refrigerated冷藏 section部分.
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877139
2317
銷售量就成長了三倍,爲什麼?
15:04
Sales銷售 tripled三倍. Why?
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879480
1786
牛奶、牛奶、牛奶、牛奶、牛奶、不是牛奶。
15:06
Milk牛奶, milk牛奶, milk牛奶, milk牛奶, milk牛奶 -- not milk牛奶.
298
881290
2539
15:09
For the people who were there
and looking at that section部分,
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884662
3068
對站在那裡看到這架子的人來說,
15:12
it was remarkable卓越.
300
887754
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那是很與眾不同的。
15:13
They didn't triple三倍 their sales銷售
with advertising廣告;
301
888984
2239
Silk並沒有靠廣告增加銷售量,
而是靠做了一件與眾不同的事情。
15:16
they tripled三倍 it by doing
something remarkable卓越.
302
891247
2182
那是一件與眾不同的藝術品,你不需要喜歡它。
15:18
That is a remarkable卓越 piece of art藝術.
303
893453
1760
15:20
You don't have to like it,
304
895237
1270
15:21
but a 40-foot-腳丫子 tall dog made製作 out of bushes灌木叢
in the middle中間 of New York紐約 City
305
896531
4564
但是用植物做的40英尺高的狗,
站在紐約市的中央是很出眾的。
15:26
is remarkable卓越.
306
901119
1151
15:27
(Laughter笑聲)
307
902294
1071
法蘭克‧蓋瑞不只是改變了一個博物館,
15:28
Frank坦率 Gehry蓋瑞 didn't just change更改 a museum博物館;
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903389
1918
他改變了整個城市的經濟,
15:30
he changed an entire整個 city's城市的 economy經濟
309
905331
2886
透過設計一個世界各地的人都跑去看的建築物,
15:33
by designing設計 one building建造 that people
from all over the world世界 went to see.
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908241
4558
15:37
Now, at countless無數 meetings會議 at, you know,
311
912823
1905
無數個會議
15:39
the Portland波特蘭 City Council評議會,
or who knows知道 where,
312
914752
2724
在波特蘭市政府等地方舉行。
15:42
they said, we need an architect建築師 --
can we get Frank坦率 Gehry蓋瑞?
313
917500
3261
那些人說:我們需要一個建築師,可以請到法蘭克‧蓋瑞嗎?
15:45
Because he did something
that was at the fringes條紋.
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920785
2691
因為他做了一件非常極端的事情。
15:48
And my big failure失敗?
I came來了 out with an entire整個 --
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923500
2243
而我的大失敗呢?我出了一張大碟。
15:50
(Music音樂)
316
925767
2709
(音樂)
15:53
A record記錄 album專輯 and hopefully希望
a whole整個 bunch of record記錄 albums專輯
317
928500
2767
希望一大堆唱片都用
超級SACD規格--這個與眾不同的新規格--
15:56
in SACDSACD, this remarkable卓越 new format格式 --
318
931291
2645
15:58
and I marketed銷售 it straight直行 to people
with 20,000-dollar-美元 stereos音響.
319
933960
3301
我針對擁有兩萬元音響的人做行銷,
擁有兩萬元音響的人不喜歡新的音樂。
16:02
People with 20,000-dollar-美元 stereos音響
don't like new music音樂.
320
937285
5096
16:07
(Laughter笑聲)
321
942405
4459
(笑聲)
16:11
So what you need to do
is figure數字 out who does care關心.
322
946888
4701
所以你需要做的是,找出哪些人會有興趣,
誰會舉手說:
16:17
Who is going to raise提高 their hand and say,
323
952137
1991
我想知道你下一歩會做什麼,
16:19
"I want to hear what you're doing next下一個,"
324
954152
1929
然後賣東西給他們。
16:21
and sell something to them.
325
956105
1427
16:22
The last example I want to give you.
326
957965
1715
最後一個例子是,
這是華盛頓肥皂湖市的地圖。
16:24
This is a map地圖 of Soap肥皂 Lake, Washington華盛頓.
327
959704
2205
16:26
As you can see, if that's nowhere無處,
it's in the middle中間 of it.
328
961933
3543
如你所看到的,如果那是個不知名的地方,肥皂湖市就位在那正中央。
16:30
(Laughter笑聲)
329
965500
5519
(笑聲)
可是他們真的有個湖。
16:36
But they do have a lake.
330
971043
2385
16:38
And people used to come from miles英里
around to swim游泳 in the lake.
331
973452
2906
而人們曾經一度大老遠地來到湖裡游泳,
現在再也不會了。於是發起者就說:我們有些預算可以利用,
16:41
They don't anymore.
332
976382
1165
16:42
So the founding創建 fathers父親 said,
"We've我們已經 got some money to spend.
333
977571
2883
我們可以在那裡蓋什麼呢?就像許多理事會一樣,
16:45
What can we build建立 here?"
334
980478
1451
16:46
And like most committees委員會,
335
981953
1494
他們想蓋一個很安全的東西。
16:48
they were going to build建立
something pretty漂亮 safe安全.
336
983471
2192
接著來了一位藝術家--這真的是藝術家的描繪--
16:50
And then an artist藝術家 came來了 to them --
this is a true真正 artist's藝術家 rendering翻譯 --
337
985687
3334
他想在鎮中心蓋一個55英尺高的岩漿燈,
16:54
he wants to build建立 a 55-foot-腳丫子 tall
lava岩漿 lamp in the center中央 of town.
338
989045
5577
16:59
That's a purple紫色 cow;
that's something worth價值 noticing注意到.
339
994646
3278
那是一隻紫色的牛,那是值得注意的事。
17:02
I don't know about you,
340
997948
1159
我不曉得各位怎麼想,但是如果他們要蓋這件作品,那將會是我想去的地方。
17:04
but if they build建立 it,
that's where I'm going to go.
341
999131
2381
17:06
Thank you very much for your attention注意.
342
1001536
2000
謝謝各位的聆聽。
Translated by Dxm Online大小媒體
Reviewed by Grace Tung

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ABOUT THE SPEAKER
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.

Why you should listen

"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.

After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission MarketingAll 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.

More profile about the speaker
Seth Godin | Speaker | TED.com