Seth Godin Explains Why The Riskiest Thing You Can Do Is Be Safe

Today's video clip features popular marketing speaker and author Seth Godin explaining why "ideas that spread, win." This presentation, taped at the 2003 TED conference, revolves around Godin's belief that in a world where people are faced with more choices and less time than ever before it's important to create and market products that are "worth making a remark about." And, as an added kicker, it doesn't really matter whether that remark is good or bad.

Specifically, Godin uses real world examples ranging from sliced bread to Aeron chairs to demonstrate why the riskiest thing any company can do now is be safe. Instead of the traditional process of pushing average goods to average people, he urges marketers to target the smaller market of people who are obsessed about something. Also interesting is Godin's explanation that no matter what business you're in, we're all now in the fashion business. Who knew?