Summary of How to Get Your Ideas to Spread

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“The riskiest thing you can do now is be safe,” warns marketing guru Seth Godin. He advises to stop trying to reach the average buyer and instead do something remarkable to appeal to consumers: Catch their attention with products that are not only striking but talk-worthy; customer fervor might become infectious. Godin’s lecture is a survival guide to a changing marketplace, so getAbstract recommends it to marketers, advertisers and product developers.

About the Speaker

Entrepreneur, blogger and marketing expert Seth Godin wrote All Marketers Are Liars and Purple Cow.

 

Summary

In the 1910s, Otto Rohwedder invented sliced bread. Yet for 15 years, no one knew about it. Rohwedder had arranged his patent and set up his business but failed to “spread the idea” of his new product. The Wonder Bread brand eventually marketed the concept successfully.

In this “century of idea diffusion,” concepts that catch fire win. Some used to achieve this through mass media. They bought ads to increase distribution, used distribution to move more products and funneled the resulting profits toward more ads. But this self-reinforcing cycle is now defunct. Modern consumers are flooded with choices and short on time, so only...


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