How to Get Your Ideas to Spread

Importance of Idea Spread

• Invention itself is not enough; spreading the idea is crucial (e.g., sliced bread by Otto Rohwedder).
• Success hinges on getting ideas to spread, applicable across industries.

The Century of Idea Diffusion

• TV-Industrial Complex:
  • Traditional model: Buy ads, gain distribution, sell products, reinvest in ads.
  • This model is no longer effective as it once was.
• Importance of Remarkability: Success is determined by whether something is "remarkable" or worth talking about.

Marketing in the Modern Era

• Shift from Average to Unique:
  • Mass marketing of average products is obsolete.
  • Focus on niche markets and passionate consumers ("otaku").
  • Spread ideas through those who care deeply and will share with others.

Successful Examples and Strategies

• Targeting Passionate Consumers:
  • Companies like Krispy Kreme and Dutch Boy paint succeeded by targeting specific audiences.
  • Products that are remarkable or have unique features stand out.
• Design and Risk:
  • Design is crucial and becomes cost-effective at scale.
  • Being safe is risky; being on the fringes can be safer.
  • Very good is not enough; aim for remarkable.

Case Studies

• Silk's Strategy: Placing Silk in the refrigerated section with milk tripled sales without traditional advertising.
• Frank Gehry's Architecture Impact: Redefined modern architecture and boosted city's economy.

Main Takeaway: Focus on what people truly want, make ideas easy to share, and target those with genuine interest.