In this TED Talk from 2007, marketing guru Seth Godin talks about Wonder Bread and other marketing delights. His premise is that ideas that spread will win and he refers to the current time as the “Century of Idea Diffusion”.
Here is the TED description of the 15 minute video presentation:
In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes getting our attention, bad or bizarre ideas are more successful than boring ones. And early adopters, not the mainstream’s bell curve, are the new sweet spot of the market.
Seth goes on to say the the “TV industrial complex” is not working any more. Consumers don’t care about companies because they have way too many choices and too little time – so they just ignore stuff. Which means that you or or your message must be remarkable to stand out from the crowd.
He also brought up the Japanese concept of otaku – which is used to refer to people with obsessive interests. Ideally, you want to cultivate people with otaku for your product or service because they will help you spread the word.
Some of the brands that Seth brings up in the video include:
- Wonder bread
- Life Gems (turn your loved one cremains into gems)
- Silk Soy Milk
- Cooper Mini
- Aeron Chairs
- Dutch Boy Paint
He left the audience with three thoughts:
- Design is free when you get to scale
- The riskiest thing you can do now is be safe
- Being very good is boring and average — no one is going to notice…so be remarkable