TED Talk: Purple Cows, and Being Remarkable To Those Who Care

Marketing expert and Author Seth Godin talks about the changing landscape of creative success. The old model was to spend millions on interrupting people with the message about your product, a product that is "safe" and appealing to the masses. The new model is to recognize that "the idea that spreads, wins" and that this idea must be remarkable ("easy to remark about"), different, not boring, and appealing to people who care ("otaku"). If you let these people work for you, you win.

(The R.I.A.A raises its hand.)

"But can't we sue them? I mean, come on. They're ruining our old business model, and this new one where we can bully them into paying up is pretty neat. And we save so much $$$ not paying artists--"

Seth Godin stands up, answering "Well you can, but you'll lose. People will either get their intangibles for free or they'll care enough to buy them, preferably from the source. And anyway, you're boring now."

"Aww man."

(R.I.A.A stands up, sulks, walks out as Lawrence Lessig, Cory Doctorow, and I escort him out, consolingly)

"There there, cartel. It'll be all right. Have you ever considered a new career? Prison management maybe? Or smoking ban enforcement? I hear that's big in Europe now."

(R.I.A.A smiles hopefully) Ohhh!

To be continued...