This blog (for now) is dedicated to bringing you insightful curated content and writing about it. Youtube is fun and amazing, but sometimes we want the video that we watch at an airport, the video that incited adventure, curiosity, and ambition. I will also be adding my personal commentary
Today we have one of my personal favorites, Seth Godin. If you wanna learn more about him and his accomplishments I recommend watching this: THE TURTH ABOUT YOUR CALLING WITH SETH GODIN
Seth opens talking about slice bread. The only reason it is "the greatest invention" because the brand behind sliced bread figured out how to get their ideas to spread. People who can spread ideas win. Mass media introduces a way to spread ideas, but is a continuous loop of buying ads, making money, and buying more ads. Seth calls it the "tv industrial complex".
Now, this marketing technique isn't working. Spam isn't working, because we can ignore it. Consumers don't care about you at all, they have way more choices, and way less time. Is it remarkable, that's what consumers will be interested in. They'll stop to see a purple cow, not a regular one. Seth recommends marketing to the smallest possible niche, because they're obsessed with something. They're passionate about something that makes them an outlier, so they'll invest in things that cares about them.
The riskiest thing you can do, is be safe. If you create average products, you will likely not stand out. Creating something outrageous, is more likely to capture attention. Being very good, is bad, be remarkable. Silk (soy milk) tripled their sales by putting their product next to milk, because when people looked, they'd see milk then milk then milk then...not milk. It was remarkable, because it wasn't what people expect. A 40 foot dog sculpture in the middle of new york, remarkable.
My conclusion, aim to build a purple cow. People won't notice a cow that's slightly bigger, slightly more dotty, slight bigger utters, they notice when it's completely different. 10% improvement isn't remarkable. In your creative venture, be brave, "taking risks" is the safest path in a day and age where big companies can invest in slight improvements. You can invest in creativity, you are probably in a position where failing on a project has no real repercussions. Take the risk, enjoy the ride.