How to Get Your Ideas to Spread: Seth Godin (Transcript)

And my big failure? I came out with an entire — (Music)

A record album and hopefully a whole bunch of record albums in SACD, this remarkable new format — and I marketed it straight to people with $20,000 stereos. People with $20,000 stereos don’t like new music.

So what you need to do is figure out who does care. Who is going to raise their hand and say, “I want to hear what you’re doing next,” and sell something to them.

The last example I want to give you. This is a map of Soap Lake, Washington. As you can see, if that’s nowhere, it’s in the middle of it. But they do have a lake. And people used to come from miles around to swim in the lake. They don’t anymore.

So the founding fathers said, “We’ve got some money to spend. What can we build here?”

And like most committees, they were going to build something pretty safe. And then an artist came to them — this is a true artist’s rendering — he wants to build a 55-foot tall lava lamp in the center of town. That’s a purple cow; that’s something worth noticing.

I don’t know about you, but if they build it, that’s where I’m going to go.

Thank you very much for your attention.


Resources for Further Reading:

Seth Godin on Stop Stealing Dreams at TEDxYouth@BFS (Transcript)

Hannah Gadsby: Three Ideas. Three Contradictions. Or Not. (Transcript)

What is a Thought? How the Brain Creates New Ideas: Henning Beck (Transcript)

Marketing Without Advertising: Manu Kumar Jain at TEDxIIFTDelhi (Full Transcript)

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