﻿The opposite of "remarkable" ..﻿is "very good﻿".

Safe is risky

The post-consumption consumer is out of things to buy. We have what we need, we want very little and we're too busy to spend a lot of time researching something you've worked hard to create for us.

The marketing department takes a nearly finished product or service and spends money to communicate its special benefits to a target audience. This approach no longer works.

Traditional Marketing no longer works

Before advertising, there was word of mouth.During advertising , the combination of increasing prosperity, seemingly endless consumer desire , and the power of television and mass media led to a magic formula. If you advertised directly to the consumer sales would go up. A partnership with the right ad agency and right banker could drive a company to be almost as big as you could imagine.After advertising, it's same as before but the power of networks allows remarkable ideas to diffuse through segments of the population at rocket speed.

Before , During and After (era of ) Advertising

Marketers can't get the word out because jaded consumers refuse to share their attention. Customers rely on their tried-and -true suppliers or on their network of smart friends instead of studying the ads on TV.

The squeeze play

The world has changed. There are far more choices, but there is less and less time to sort them out.

Among the people who might buy your product, most will never hear about it. There are so many alternatives now that people can no longer be easily reached by mass media. Busy consumers ignore unwanted messages, while your competition is willing to overspend to maintain that market share.

Limitation of mass media

Consumers were trained to believe that "as seen on TV" was proof of product quantity , so they looked for products on television. Non-advertised brands lost distribution and ultimately, profits.This however is no longer true.

Power of TV

The old rule was : Create safe , ordinary products and combine them with great marketing. The new rule is : Create remarkable products that the right people seek out. The value of a group is no longer related to it's size but depends on its influence. It's getting more and more important to target the early adopters than the early and late majority.

Old Vs New

Instead of trying to use your technology and expertise to make a better product for your user's standard behaviour, experiment with inviting the users to change their behaviour to make the product work dramatically better.

If a produc's future is unlikely to be remarkable - if you can't imagine a future in which people are once again fascinated by your product - it's time to realise that the game has changed. Instead of investin﻿g in a dying product , take profits and reinvest them in building something new.

Unremarkable but market leading products

It's easy to look at the idea diffusion curve and decide that the juicy, profitable, wonderful place to be is right in the centre, where all the people are. However that's rarely true. Often, the valuable slices are located to one side or the other.

You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.

Stashed ideas

Purple Cow

You can not change what people think, or their narrative. Yelling the loudest is not gonna do anything in a world with infinite options.&nbsp;You win by being remarkable: have a great idea, build a worthy product around it, reach out to the weird people.&nbsp;

Lead with ideas

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:<ol><li>Most common problems have been solved &amp; price is the main differentiation.</li><li>Consumers can now turn off advertising. They have a remote control and they are not afraid to use it.</li></ol>

Mass Marketing is about keeping the factory happy

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.

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:<ul><li dir = "auto">coordination</li><li dir = "auto">trust</li><li dir = "auto">permission - the privilege of delivering messages to people who want to listen</li><li dir = "auto">sharing ideas</li></ul>These principles require 2 foundations: generosity (because nobody likes selfish people who just take and never give back) &amp; art (which begs for connection).

The attributes of a collaborative economy

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.&nbsp;When you have a remarkable product, which stands up for something, authentic ... remote controls don't matter.

Marketing is what you build

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, &amp; connect.Kamiwaza is the opposite of focus-group product building, which creates mediocrity. It is about creating authentic products with soul.

Kamiwaza = authentic God-like

You needs lots of ideas to get a few good ones. Good ideas are a metric of quantity not just quality.&nbsp;

Good ideas come from bad ideas

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.&nbsp;Marketing today can be summed up as "People like us do things like this". We just have to figure out:<ul><li>who the people like us are and ...&nbsp;</li><li>how to invent a product, a culture, a movement for those people.</li></ul>

People like us do things like this

Seth Godin is the author of 19 books that have been bestsellers around the world and have been translated into more than 35 languages. He’s also the founder of the altMBA and The Marketing Seminar, online workshops that have transformed the work of thousands of people. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip, and Purple Cow. His latest book, This Is Marketing, was an instant bestseller around the world. In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “Seth” into Google) is one of the most popular in the world. In 2018, he was inducted into the Marketing Hall of Fame. More than 10,000 people have taken his powerful workshops, including altMBA and The Marketing Seminar. You can also find a written summary of the keynote at https://www.nbforum.com/event-summaries/

sethgodin

Safe is risky

Purple Cow

Lead with ideas

Seth Godin on How to Get Your Ideas to Spread