Seth Godin argues that in a crowded marketplace, companies need to create remarkable products that stand out in order to spread ideas and gain attention. He advises focusing marketing efforts on the people who are most receptive - those who are already listening and interested in what you have to offer. Godin says it is safer and more effective to position a product on the fringes rather than aiming for the average. This approach will help ideas spread as early adopters share their enthusiasm for remarkable products with others. The insights are relevant for Indian managers seeking to create innovative products that meet customer demands and build brand loyalty in a highly competitive market.

1. Based on the Ted-Talk
“How to get your ideas to spread”
by Marketing guru Seth Godin

2. Seth Godin:
American author and former dot
com executive
Has authored more then 20 books
Blog : sethgodin.typepad.com/
Her ted talk received more than 5
million views

4. Find the people who care, sell to the people who
are listening because in the world
Time
Choices

5. Design is free when you get to scale. So, create
something remarkable that’s worthy of attention.
Being safer is risky. It’s safer to be at fringes, be
remarkable.
safe

7. Sell people what they want to buy
Find the people who are obsessed who are ready to
listen and buy your product and these people will
spread the word about the product.
Market to the people who aren’t ignoring that is
think beyond mass marketing.

8. Focus on people
who are listening
and ready to buy
In mass marketing, companies focus on
majority. But these people ignore products

9. Why and how are these
insights relevant to
managers in India?

10. Creating remarkable product that attracts customer
attention increases product demand as well as
increases brand value in the market.
Innovation is key to success. Managers should keep in
mind that very average or very innovative product is
risky and can go unnoticed.

11. In India managers should inculcate
strategy to create remarkable
products after analysis of customer
demands in the market. This is
especially important in countries like
India where demand is high and
market choices will be more in the
future.
Examples of some of companies
offering remarkable product that
stands out in the market:

12. Sell people what they want to buy. Market to the
people who aren’t ignoring, listening to you about
your product.
In India, most of people fall in early majority but
there is increasing number of people in group of
innovator and early adopters. A manager should
focus on these.
This enforces customer loyalty.
These people are ready to pay high prices for top of
the line features

13. Companies which have successfully focused on niche
customers who are ready to pay higher prices:

14. In a crowded
marketplace,
fitting in is a
failure. In a busy
marketplace, not
standing out is
the same as being
invisible.
-Seth Godin

15. Takeaways
Create remarkable
Make product worth noticing
Be on fringes-Very good is boring
Sell to those who are listening
Sell what people want

16. DISCLAIMER
This presentation is created by
Soma Bhattacharya
CCET Chandigarh
under the guidance of Prof.
Sameer Mathur, IIM Lucknow
during the Marketing Internship