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Godin's argument in this short talk is the answer to half the question: in a crowded market, the product itself has to be remarkable (literally worth remarking on) or no program will make it travel. He uses the slow, decades-late adoption of sliced bread to show that being good is not the same as being spreadable. A useful gut check before you spend energy on referral mechanics instead of the product.
How to get your ideas to spread
On TED (TED2003) by Seth Godin 17 min
- Safe, average products get ignored; only remarkable ones earn the word of mouth that spreads them.
- Find the small group that genuinely cares and serve them well, and they carry the idea outward for you.
- Fix whether the product is worth talking about first, because no referral program rescues a forgettable product.
