“Seth Godin may be the ultimate entrepreneur for the Information Age,” wrote Business Week nearly a decade ago. “Instead of widgets or car parts, he specializes in ideas — usually, but not always, his own.” In fact, he’s as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
In this talk, Godin states that in a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. He spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.