This insightful talk which was produced over 2 1/2 years ago (be forewarned - it's 18 minutes long) had two key concepts.
1) Television is dead.
2) The ONLY way to capture the attention and drive adoption of your products is to focus on passionate buyers of your products. Innovators and Early Adopters are the only groups you should focus on.
You MUST take risks. You MUST do something DIFFERENT (and in Seth's words, REMARKABLE - not in the sense of "neat" but something which triggers a remark from one shopper to another.)
2 1/2 years. Scores of products have come and gone over this period of time (especially in the fast-paced world of mobile devices) and yet what has changed? Very little due to an ingrained pattern of risk aversion by the major brands and their gatekeepers / agencies.
It's time. Let's make shopping fun again. So people will talk. Everyone talks. But the question is: Are they going to tell their friends about their trip to the wireless phone store or street vendor playing the guitar in his underwear?
The Naked Cowboy is remarkable. Are you?
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