Grace Lanni, Managing Director, RSE Consulting// If you own, or are thinking about owning, a business – watch the TED talk by Seth Godin: How to Get Your Ideas to Spread. In just 10 minutes, Seth summarizes why the way we did business just 5 years ago is NOT working anymore. I followed Seth’s blog for a bit – the rage for all entrepreneurial folk in Austin. I felt like a traitor when I unsubscribed. Seth, I clapped when this video finished. Bravo.
Why? It speaks about innovation focused on the customer. Not customers living in the mediocrity of the center of the product lifecycle bell curve, but customers who are the Sherlock Holmes of their work or neighborhood or recreational experience. These people are awake and aware and are on the lookout for exciting things.
I am bored with huge companies making crazy money for mediocre products, especially when they jam the products down their distribution channel and wonder why the channel has a hard time being successful with them.
Seth’s TED talk speaks about Otaku – the passionate person willing to drive an extra hour out of town just to climb a big rock. In Austin we call this, Enchanted Rock. Do you have a product or service or delivery mechanism that delights your clients? Do you even know what delights your clients?
Innovation for the sake of innovation is a losing battle. Innovation for the purpose of delighting your customers – now that’s something I can get behind. Enter Inbound Marketing & social media marketing – the phenomenon of creating great content rich with relevant keywords that answer the questions prospects type into search engines. Once a prospect gets good information from you, the likelihood of them looking for more and potentially purchasing goes up dramatically. You, my friend, have to generate the great content, over and over again.
Another point Seth made was that those that can Design will be the winners of customer dollars. Why? These folks can tell a great story, and through video and other mediums put the customer in touch with what about the product will, in fact, delight them. Or, with any luck, otaku.
The title of Seth’s talk, ‘How to Get Your Ideas to Spread’ is a good one. All the elements he speaks about are necessary to include, however, assembling a team that can 1) come up with an Otaku idea, 2) design it so that customers become Otaku about the product 3) build a business model that is successful and 4) monitors the Otaku product’s lifecycle to understand when it’s cycle is DONE, and enhance, change or retire the product, now that is the trick of it. It is also the joy of owning a successful business.