Unlock the Secrets of Marketing with 3 Essential TED Talks
Often, marketing is shrouded in myth. Some envision it as an elite art only accessible to genius entrepreneurs, while others picture it as a kind of business sorcery, using deception and manipulation to entrance the masses. But how much of this is reality, and how much is mere illusion? Is there truly a formula behind successful marketing?
Let’s begin by demystifying a fundamental question: What is marketing? Surprisingly, even experts don’t entirely agree. However, they all seem to gravitate toward a core principle: influence.
Some Popular Takes on Marketing:
- “Marketing is a contest for people’s attention.” – Seth Godin
- “Marketing is the process by which a firm profitably translates customer needs into revenue.” – Mark Burgess
- “Marketing is to sales as plowing is to planting for a farmer—it prepares an audience to receive a direct sales pitch.” – Mary Ellen Bianco
- “Marketing is the art and science of persuasive communication.” – Dave Kerpen
- “Marketing is the ongoing process of engagement whereby strangers are nurtured into advocates.” – Trey Pennington
Undoubtedly, influence drives action, making it the linchpin of successful marketing strategies. Yet, how does one truly wield influence? For clarity and insight, let’s delve into three enlightening TED Talks that distill the essence of marketing:
- Define Your Unique Offering Rory Sutherland – “Perspective Is Everything”
In this TED Talk, Sutherland discusses the importance of framing / reframing and drops insights left and right, but perhaps his biggest insight is his description of goal dilution. This refers to the marketing magic phenomenon where people believe that someone who is known for doing only one thing (i.e. a niche specialist) will be better at that thing than someone who does more than one thing.
He offers the classic example of Google, a company that does one thing – it’s a search engine, and as we all likely believe, the best one. There’s a reason why McDonald’s doesn’t serve gourmet food. There’s a reason why Las Vegas doesn’t advertise itself as ‘family friendly.“ There’s a reason why Harley Davidson doesn’t manufacture cars. These brands do one thing, and by association, it’s assumed they do it well. As the saying goes, “Dance with who brought you to the ball.”
Try and be all things to all people and you end up being nothing to anyone. After you watch this TED Talk, you will have ideas on the value of framing your business.
The Take Away: Specialize, and you’ll shine.
– Click here and watch Rory Sutherland’s TED Talk
- Share Your Core Beliefs; Simon Sinek – “Start with Why”
Simon Sinek argues that powerful marketing stems from shared beliefs. He presents the “Golden Circle” concept, emphasizing the importance of communicating why you do what you do, rather than just what you offer. He teaches us that when people believe what you believe, they will take your cause and make it their own! Therefore, if you tell the world what you believe, you will inspire masses to listen to you. So, instead of focusing on what you do, as company’s traditionally do, focus on “WHY” you do it, and see how this changes your business.
The Take Away: Communicate your “why,” and resonate with like-minded individuals.
– Click here and watch Simon Sinek’s TED Talk
- Strive for Remarkability – Seth Godin – “How To Get Your Ideas To Spread”
Marketing Guru, Seth Godin champions the idea of being “remarkable.” In the digital age, standing out is paramount for virality. Godin is clear with his advice. “To gain traction, to take flight, a campaign needs to be one thing and one thing only – remarkable.”
If it’s remarkable, people will notice. Being remarkable is why topics trend on Facebook and other social media. Being remarkable is why videos go viral on Youtube, Instagram and Tiktok. Doing something so unique, so “out there,” that people will be forced to stand up and take notice.
Think of Richard Branson. He may be king of the remarkable. Over the years he’s done many things to make him stand out from the crowd; kite surf across the English Channel, crossing the English Channel in an amphibious car, jumping off the Palms Hotel and Casino or driving an armored vehicle down 5th Avenue in New York. While some of these “stunts” may not have been directly related to what the Virgin Group does, they certainly kept them, and Sir Richard, front of mind.
What about Red Bull? Famous for being the ultimate sponsor of extreme sports? Red Bull has gone far beyond the conventional to get its name to spread. You’ve no doubt seen Red Bull linked to Felix Baumgartner’s space jump, Formula 1 racing, the Winter X Games, an Alpha Jet flight demonstration team, among many others.
Virgin and Red Bull are both remarkable, and through their actions they spread company philosophies that challenge the status quo, and push the boundaries of the conventional.
The Takeaway: Be so exceptional that you’re impossible to ignore.
– Click here and watch Seth Godin’s TED Talk
The Ultimate Marketing Blueprint Takeaways
Shed the notion of marketing as an mysterious art. Instead, focus on these foundational pillars:
- Carve your niche and master it.
- Be authentic & share your beliefs.
- Be remarkable!.
Follow these principles and watch your brand soar!
