How to get your ideas to spread外文学习资料.pdf

TED Talks | How to get your ideas to spread Seth Godin How to get your ideas to spread 黄色：艺海拾贝（值得攒起来 荔枝 TED Learning 收听地址: 的好东西） http://www.lizhi.fm/1481275/2522292520788386310 紫色：文末附英文Notes Im going to give you four specific examples, Im going to cover at the end about how a company called Silk tripled their sales; how an artist named Jeff Koons went from being a nobody to making a whole bunch of money and having a lot of impact; to how Frank Gehry redefined what it meant to be an architect. And one of my biggest failures as a marketer in the last few years -- a record label I started that had a CD called Sauce. Before I can do that Ive got to tell you about sliced bread, and a guy named Otto Rohwedder. Now, before sliced bread was invented in the 1910s I wonder what they said? Like the greatest invention since the telegraph or something. But this guy named Otto Rohwedder invented sliced bread, and he focused, like most inventors did, on the patent part and the making part. And the thing about the invention of sliced bread is this -- that for the first 15 years after sliced bread was available no one bought it; no one knew about it; it was a complete and total failure. And the reason is that until Wonder came along and figured out how to spread the idea of sliced bread, no one wanted it. That the success of sliced bread, like the success of almost everything weve talked about at this conference, is not always about what the patent is like, or what the factory is like -- its about can you get your idea to spread, or not. And I think that the way youre going to get what you want, or cause the change that you want to change, to happen, is to figure out a way to get your ideas to spread. And it doesnt matter to me whether youre running a coffee shop or youre an intellectual, or youre in bus