TED2003
Seth Godin: How to get your ideas to spread
Seth Godin--切片土司及引爆點
Filmed:
Readability: 3.2
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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。
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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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
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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 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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藝術家傑夫‧昆斯，如何從無名小卒
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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變成賺進大把鈔票和具有影響力的人，
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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還有法蘭克‧蓋瑞，如何重新定義建築師，
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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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 label I started
that had a CD called "Sauce."
that had a CD 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 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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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 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 invention
since the telegraph or something.
since the telegraph 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 Otto Rohwedder
invented sliced bread,
invented sliced bread,
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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, 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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切片麵包這項發明有趣的一點是，
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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在最初發明的15年，
01:18
no one bought it; no one knew 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 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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直到「奇異麵包」出現，
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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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 of sliced bread,
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切片麵包的成功，
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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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
is like, or what the factory is like --
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 to spread, or not.
your idea to spread, 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,
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 the change that you want
to change, to happen,
to change, to happen,
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就是你必須找出辦法散播你的想法。
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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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 you're running a coffee shop
whether you're running a coffee 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,
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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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 applies
to everybody regardless of what we do.
to everybody regardless 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 in
is a century of idea diffusion.
is a century of idea diffusion.
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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 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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我常拿商業來當例子，
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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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
sort of way to keep score.
sort of way to keep score.
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但是請包容我使用這些例子 ，
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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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 to spend your time to do.
that you decide 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 ideas
is TV and stuff like TV.
is TV and stuff like TV.
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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 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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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 complex works,
is you buy some ads,
is you buy some ads,
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打擾一些人，讓你散佈訊息，
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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利用這訊息的傳播賣出更多商品。
02:56
You use the distribution you get
to sell more products.
to sell more products.
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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
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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這模式一直不斷的循環重複，
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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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 of,
and we heard it yesterday --
and we heard it yesterday --
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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 of Google,
onto the homepage of Google,
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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 out
how to get promoted there,
how to get promoted 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 would pay
attention, and we would win.
attention, and we would win.
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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 complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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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 succeeded
because someone figured out
because someone figured 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 people in a way
they weren't expecting,
they weren't expecting,
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或是以人們不希望的方式，
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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持續廣告直到人們買下它為止。
03:40
over and over again until 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 is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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就在過去幾年，
03:47
That just over the last few years,
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任何做行銷的專員都發現到，
03:49
what anybody who markets
anything has discovered
anything has discovered
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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
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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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)
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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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我到熟食店去我生病了，我需要買藥。
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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那藍色產品的品牌經理花了一億美金，
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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嘗試在一年內讓我停下來看。
04:10
trying to interrupt 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 dollars interrupting me
with TV commercials
with TV commercials
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04:15
and magazine ads and Spam
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優待券、空架子和包裝來吸引我，
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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好讓我可以漠視所有的訊息。
04:20
all so I could ignore
every single message.
every single message.
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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 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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我買黃色包裝的東西，因為習慣了。
04:27
I buy the stuff in the yellow box
because I always have.
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 a minute
of my time to solve her problem,
of my time to solve her problem,
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因為我沒興趣。
04:34
because I don't care.
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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 a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(笑聲)
04:41
(Laughter)
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關於水的報導，關於水的廣告，
04:42
Articles about water, ads about water.
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想像一下40年前的世界，
04:45
Imagine what the world
was like 40 years ago,
was like 40 years 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 Evening Post
and Time and Newsweek.
and Time and Newsweek.
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現在則有關於水的雜誌。
04:51
Now there are magazines about water.
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日本可口可樂的新產品：水沙拉，
04:53
New product from Coke Japan: water salad.
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(笑聲)
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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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
what's going to work and what's not.
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 have written
this better myself.
this better myself.
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05:07
It came 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 the important parts
so you can see them here.
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 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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用湯姆‧阿諾特的聲音做廣告，
05:18
with the voice of Tom Arnold,
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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 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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(笑聲)
05:26
(Laughter)
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我嘗試想像電視上的動畫廣告
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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會如何利用湯姆‧阿諾特的聲音，使你想跳進車子，
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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開進城裡買一個烤牛肉三明治。
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(笑聲)
05:39
(Laughter)
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05:40
Now, this is Copernicus, 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
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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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 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
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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(笑聲)
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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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 Department
who might buy something,
who might buy 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
who might print your article.
who might print your article.
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消費者根本不管你死活，他們不在乎你。
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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其中一個原因是，現在他們比以前擁有更多的選擇，
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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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 where we have
too many choices and too little time,
too many choices 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 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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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
because you've seen cows before.
because you've seen cows 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 are invisible. Cows are boring.
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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 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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(笑聲)
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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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,
you'd notice it for a while.
you'd notice 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 were purple
you'd get bored with those, too.
you'd get bored 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
what gets talked about,
what gets 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 done, what gets changed,
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被購買的、被建蓋的、
07:03
what gets purchased, what gets built,
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其關鍵就是：那是否與眾不同？
07:05
is: "Is it remarkable?"
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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" 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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但也代表值得被談論，
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion 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 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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大到可以載一輛MINI奧斯汀在後車廂內。
07:27
big enough to hold a Mini in its trunk.
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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 full price for both,
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07:32
and the only thing they have in common
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就是它們沒有共同點。
07:35
is that they don't have
anything in common.
anything in common.
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(笑聲)
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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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,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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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 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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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.
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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"
"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 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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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 things that are
super-expensive in a blue box,
super-expensive in a blue 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 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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它們唯一的共同點就是它們是不同的，
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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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 business.
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08:19
And people in the fashion business
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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
business -- they're used to it.
business -- 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 of us have to figure out
how to think that way.
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
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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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或強調要跟人面對面。
08:32
or insisting on meetings 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 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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而哪些不行。
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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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
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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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 symbol
about where you sat at work.
about where you sat 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 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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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 of mine
and a dear friend.
and a dear friend.
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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 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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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 at a time,
in a wood-fired oven.
in a wood-fired oven.
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萊尼爾剛創業的時候，法國人嘲笑他，
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-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 his bread.
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09:19
It didn't look like "French bread."
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這並不是人們所期待的。
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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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, it spread
from one person to another person
from one person to another 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 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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現在倫敦也有分店，靠著聯邦快遞運送到全球。
09:36
What marketers used to do is make
average products for average people.
average products for average 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 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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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 the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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及老天保佑、那些落後者，
09:52
It was all about going for the center.
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1976
全都只鎖定中間那塊大餅。
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
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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
we want to use any more.
we want to use any more.
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2620
10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
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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 you.
at ignoring you.
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因為他們太會忽略你了 。
10:06
But market to these
people because they care.
people because they care.
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2754
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 with something.
who are obsessed 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 listen,
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2040
當你跟他們說話時他們會聽，
10:16
because they like listening --
it's about them.
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, they'll tell
their friends on the rest of the curve,
their friends on the rest of the curve,
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在其餘曲線上的朋友，然後傳播出去。
10:23
and it'll spread.
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1187
傳播到整個曲線上。
10:24
It'll spread to the entire curve.
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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" --
it's a great Japanese word.
it's a great Japanese word.
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形容有人對某種東西的渴望，
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
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2998
讓人著迷到開車橫跨東京去嘗試新的拉麵。
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
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2833
10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
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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, to market an idea,
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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
you want to solve
you want to solve
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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 with an otaku,
a constituency with an otaku,
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那將不可能成功。
10:46
is almost impossible.
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你必須找到一個族群，真心
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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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
for them to tell their friends.
for them to tell their friends.
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3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
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3444
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,
of kinds of hot sauces,
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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 kinds of mustard.
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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 mustard --
to make interesting mustard --
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2483
--你可以做出有趣的芥末醬--
11:07
you could make interesting mustard --
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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 obsessed with it,
because no one's obsessed with it,
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也因此沒人會告訴他們的朋友。
11:12
and thus no one tells their friends.
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Krispy Kreme甜甜圈完全搞懂了這回事，
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
Krispy Kreme有一個策略就是，
11:16
It has a strategy, and what they do is,
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1880
它進入一個城市跟御宅族對話，
11:18
they enter a city, they talk
to the people, with the otaku,
to the people, with the otaku,
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2807
接著散播到整個城市，
11:20
and then they spread through the city
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甚至是對街的人。
11:22
to the people who've just
crossed the street.
crossed 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 right here cost 112 dollars,
but it sleeps for 12 minutes.
but it sleeps for 12 minutes.
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4434
並不是每個人都想買，可是廠商不在乎。
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
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 spread.
who do, and maybe it'll spread.
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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
car stereo in the world.
car stereo in the world.
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11:38
(Laughter)
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1976
(笑聲)
11:40
It's as loud as a 747 jet.
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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 got bulletproof glass,
the car's got bulletproof glass,
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2951
因為車子有防彈玻璃，
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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否則那音量就會炸碎擋風板。
11:47
But the fact remains
227
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1303
但事實就是，當有人
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
想在車裡放兩個音箱。
如果他們剛好是御宅族，
11:52
if they've got the otaku
or they've heard from someone who does,
or they've heard from someone who does,
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3000
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 -- you sell
to the people who are listening,
to the people who are listening,
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2991
而也許那些人就會告訴其他朋友。
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
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2322
所以當史蒂夫‧賈伯斯用Keynote對著五萬人演講時，
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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那些人從130個國家飛來，
觀賞他兩個小時的廣告--
12:08
watching his two-hour commercial --
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2094
12:10
that's the only thing keeping
his company in business --
his company in business --
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 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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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 Jam, 96 albums released
in the last two years.
in the last two years.
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2681
每張都賺錢，怎麼辦到的?
12:21
Every one made a profit. How?
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2357
12:23
They only sell them on their website.
241
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1787
他們只在官網上賣。
12:25
Those people who buy them have the otaku,
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2102
在那些消費者當中有御宅族，
12:27
and then they tell their friends,
and it spreads and it spreads.
and it spreads and it spreads.
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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 crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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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 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,
246
732780
2696
「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.
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 can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
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5643
讓他們大賺一筆，比起一般油漆桶高出35%的成本。
12:49
making them a fortune.
249
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1289
12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
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 Boy made a can that people
talk about, because it's remarkable.
talk about, because it's remarkable.
251
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4041
他們並不是只是貼了一張新的廣告，
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
252
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2143
而是改變了製造油漆產品的意義。
12:59
they changed what it meant
to build a paint product.
to build a paint product.
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2493
13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
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「我辣不辣」網站每天有25萬人訪客，
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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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)
256
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3810
(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 a lot.
by advertising a lot.
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3048
而是靠著與眾不同，
13:17
They got this way by being remarkable,
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2764
有時候太過與眾不同，
13:20
sometimes a little too remarkable.
259
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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
這個相框背後有條電線，
13:26
and you plug it into the wall.
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1649
插上插頭 。
13:27
My father has this on his desk,
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1849
我父親的桌上有一個這種相框，
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
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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 single person
who walks into his office
who walks into his office
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13:36
hears the whole story
of how this thing ended up on his desk.
of how this thing ended up on his desk.
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就會聽見這相框的來龍去脈，
13:39
And one person at a time,
the idea spreads.
the idea spreads.
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一次一個人這產品就會傳播出去。
13:42
These are not diamonds, not really.
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這些不是真的鑽石，
13:45
They're made from "cremains."
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而是骨灰做的。
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
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當你火葬之後，就可以把骨灰做成寶石。
13:50
(Laughter)
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(笑聲)
13:51
Oh, you like my ring? It's my grandmother.
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噢！你喜歡我的戒指嗎？這是我奶奶。
(笑聲)
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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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 Osborne --
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或是無法無天才能做到。
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
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14:07
What you have to do
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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 out what people
really want and give it to them.
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 of quick rules 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
is free when you get to scale.
is free when you get to scale.
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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 that's remarkable
with stuff that's remarkable
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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 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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第二個是，現在最危險的事，就是做安全的事。
14:27
Proctor and Gamble knows this, right?
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寶僑家品最了解了。
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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寶僑的模式
14:31
is always about average products
for average people.
for average people.
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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.
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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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變得與眾不同。
14:38
be remarkable.
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而成為非常好的，是你可能做的最壞的事。
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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非常好是無聊的、非常好是普通的，
14:44
Very good is boring. Very good is average.
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不管你是在製作唱片，
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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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,
or you have a tract on sociology.
or you have a tract on sociology.
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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 going to notice it.
because no one's going to notice it.
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回到我要說的三個故事。
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將一個不需要冷藏產品放在
冷藏牛奶的旁邊。
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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銷售量就成長了三倍，爲什麼?
15:04
Sales tripled. Why?
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牛奶、牛奶、牛奶、牛奶、牛奶、不是牛奶。
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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對站在那裡看到這架子的人來說，
15:12
it was remarkable.
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那是很與眾不同的。
15:13
They didn't triple their sales
with advertising;
with advertising;
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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 it by doing
something remarkable.
something remarkable.
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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 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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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.
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15:27
(Laughter)
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法蘭克‧蓋瑞不只是改變了一個博物館，
15:28
Frank Gehry didn't just change a museum;
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他改變了整個城市的經濟，
15:30
he changed an entire city's economy
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透過設計一個世界各地的人都跑去看的建築物，
15:33
by designing one building that people
from all over the world went to see.
from all over the world went to see.
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15:37
Now, at countless meetings at, you know,
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無數個會議
15:39
the Portland City Council,
or who knows where,
or who knows where,
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在波特蘭市政府等地方舉行。
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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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.
that was at the fringes.
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因為他做了一件非常極端的事情。
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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而我的大失敗呢？我出了一張大碟。
15:50
(Music)
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(音樂)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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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 SACD, this remarkable new format --
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15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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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 stereos
don't like new music.
don't like new music.
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16:07
(Laughter)
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4459
(笑聲)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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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 their hand and say,
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我想知道你下一歩會做什麼，
16:19
"I want to hear what you're doing next,"
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然後賣東西給他們。
16:21
and sell something to them.
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16:22
The last example I want to give you.
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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 of Soap Lake, Washington.
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16:26
As you can see, if that's nowhere,
it's in the middle of it.
it's in the middle of it.
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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)
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(笑聲)
可是他們真的有個湖。
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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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.
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16:42
So the founding fathers said,
"We've got some money to spend.
"We've got some money to spend.
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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 here?"
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16:46
And like most committees,
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他們想蓋一個很安全的東西。
16:48
they were going to build
something pretty safe.
something pretty safe.
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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 came to them --
this is a true artist's rendering --
this is a true artist's rendering --
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985687
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他想在鎮中心蓋一個55英尺高的岩漿燈，
16:54
he wants to build a 55-foot tall
lava lamp in the center of town.
lava lamp in the center of town.
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16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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那是一隻紫色的牛，那是值得注意的事。
17:02
I don't know about you,
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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 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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謝謝各位的聆聽。
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