The Shift from Mass Marketing to Remarkable Ideas Seth Godin discusses how traditional marketing tactics like mass advertising and aiming for average products are no longer effective in today's landscape. The alternative is to focus on creating ideas that are worth talking about and committing to a small, viable audience. #sethgodin #marketing #massadvertising #remarkableideas #smallviableaudience

People who are under 50 remind them that what marketing used to be is average stuff for average people. That the goal of Heinz Ketchup is to be ketchup for everyone. Get as much shelf space in every store as you can. Kraft Singles, number one product in refrigerators around the country until recently. That's average cheese for average people. Because you have mass merchants and mass advertising. There is no mass advertising anymore. When I worked at Yahoo, it was the most popular page on the entire internet. And even on its best day, it didn't get as many views as a top TV show. Because mass is gone. So what's the alternative? The alternative is to make ideas worth talking about. What makes it worth talking about? It's remarkable, worth making a remark about. It doesn't mean a gimmick or a hype. That doesn't come unless you have relentless focus and the smallest viable audience that you're willing to commit to.