Great talk by Seth Godin on why marketing is too important to be left to the marketing department. Cliff notes for those that don’t want to sit through the whole thing:
- Winners are those that have something that functions combined with an idea that spreads
- Software, more than any other product ever made, markets itself
- Figure out how make the software connect and spread, or don’t bother
- Hyper-clutter: marketplace now loaded with competitors in every category
- Most products are invisible as they’re solving problems people don’t think they have
- Word of mouth gets you past hyper-clutter; your product must be good enough that people remark on it
- The story goes with the logo, not with the code
- Zappos appears to be a shoe company. They’re not. They’re a software company in the satisfaction business.
- Share of wallet is easier that share of market.
- Threadless actually benefits when people game their system by telling all their friends to come to the site and vote for their entry.
- One company to rip-off from top to bottom: 37signals
- Nobody wants to join an average tribe
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