You might have the best thing since sliced bread but did you know that for 15 years after sliced bread was invented, nobody bought it? You won’t build a business on a good idea or a good product. You build a business when you figure out how to spread that idea and traditional advertising isn’t doing that as well as it used to.
This is a talk that Seth Godin gave in 2003. He talks about changes from traditional, interuption marketing to a world where people have more choices and less time. In a world with more choices and less time, people learn to ignore the ordinary and interupting them with things they don’t care about becomes less effective.
So what is likely to be effective?
Simple. Be remarkable. Not just in the sense of really good but in the sense of “worthy of remark”, worth talking about, worth spreading to friends. It might be better to be bad or bizarre than boring.
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