Seth Godin: “How to Spread Good Ideas.” Reflection

In 2003, Seth Godin’s gave a Ted Talk in Montreal, Canada, entitled, “How to Spread Good Ideas.” Godin’s purpose was to show that in order to sell a product, we not only need to communicate the idea, but also make it remarkable to an audience comprised mainly of early adaptors and innovators.

“We are living in a century of ideas diffusion.”

Some techniques that Godin used to make his talk memorable included the use of repetition of the Word “remarkable”, which allowed the audience to capture this idea very well. Also, he implemented metaphors, by saying that the advertisements “touched people” which created the reaction that they had an effect on the viewers, making them feel they need the products. Finally, the use of anecdotes, gave his speech more credibility and make the viewers feel identified with some of the things he said. For example, when he mentioned that advertisements were interrupting him when he was a child, the same must have happened to some people in the audience. Therefore, they will feel that Godin is stating true facts.

Godin states that the way in which marketing works has changed forever. It used to be that companies would spend $100m “interrupting me.” The reason for this he states is: “Consumers don’t care about you at all. They have too many choices and too little time.” So what you have to do as a company is be remarkable.

Seth Godin’s use of an anecdote with the joke about sliced bread, and the introduction of a purple cow on his Powerpoint screen, formed a strong bond with the audience.

Godin’s delivery included a range of pitches, high, and low. This made his Ted Talk more enthusiastic and interesting for the audience. It created different emotions, for example when he used a low pitch, he created a thoughtful environment for the listeners to reflect about what he had just mentioned.

Body language was a key part of making this Ted Talk a success. He used hand gestures to create images of what he was talking about, and thus draw a clear image in the minds of the listeners.

He closes his speech emphatically by talking about the construction of an immense lava lamp in the middle of town in Soap Lake Washington. He states that the structure would be something remarkable, making him eager to visit the place.