MORE IDEAS FROM Seth Godin on How to Get Your Ideas to Spread
We like doing what other people are doing. That's why culture works. But not all people. Our people. We are in sync with our tribe. Who's job is to tell people how to be in sync? Yours.
Marketing today can be summed up as "People like us do things like this". We just have to figure out:
What did the first fax machine owner do? He told everyone about it so that he could have who to communicate with.
Having a remarkable product means it grows through word of mouth. It's how most successful companies grew.
When you have a remarkable product, which stands up for something, authentic ... remote controls don't matter.
Nobody knows how to build a mouse ... on their own. One would have to understand plastics, electronics, manufacturing, supply chains, etc. Only a team can produce value in this new collaboration economy. This requires:
These principles require 2 foundations: generosity (because nobody likes selfish people who just take and never give back) & art (which begs for connection).
Mass production enabled by the assembly line, requires mass distribution, which requires mass marketing: "How can we make as many people buy our stuff?"
"Mass-" anything means average. If you are gonna advertising something to everyone, you better make something everyone wants to buy. Problems:
You can not change what people think, or their narrative. Yelling the loudest is not gonna do anything in a world with infinite options.
You win by being remarkable: have a great idea, build a worthy product around it, reach out to the weird people.
Kamiwaza(Japanese word) is when you try to be the myths, the superheroes, and the channel gods. Kamiwaza is the destination in the pursuit of excellence.
Godin ties the notion of kamiwaza to those who can truly make a huge impact in our post-industrial world – the new age artists, including entrepreneurs, executives, and artists. Anyone who dares to destroy, create, & connect.
Kamiwaza is the opposite of focus-group product building, which creates mediocrity. It is about creating authentic products with soul.
The good news everything is a click away. The bad news is that everything is a click away. The question is whether you are worth reaching. Wether you are worth buying from.
It’s tempting to think that all the good ideas must be taken by now and that there is no possible way to make any new positive contribution.
However, the story of every good idea, every new project, every novel starts with: There was a bad idea. And then there was a better one.
One of the oldest and most straightforward storytelling formulas:
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