Seth Godin on Attention

This is part of the Seth Godin on Story wiki. Check out my chat with Seth, dig deeper into the art and science of business storytelling.

I’ve written about attention elsewhere … because for so many businesses, it seems to have become a kind of trap.

(Actually, our desperate need for atttention reminds me of the Monkey Jar trap I read about in Zen and the Art of Motorcycle Maintenance, when I was 19. Here’s a summary in case you don’t have the months it took me to read and understand some of that wonderful book.)

Anyway, the stuff Seth talks about below isn’t the shallow attention-grabbing manipulation we see so often now … it’s designed right into the experience.

Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.

Purple Cow (2003)- Seth Godin

This is a book about why you need to put a Purple Cow into everything you build, why TV and mass media are no longer your secret weapons, and why the profession of marketing has been changed forever. Stop advertising and start innovating.

Purple Cow (2003)- Seth Godin

When Apple started putting computer stores in upscale malls, people said they were crazy. The rent is too high to make it pay. Not so. More than half the people walking into an Apple store don’t own one (yet). Apple has found a great way to tell its story to new prospects. By being remarkable in the juxtaposition of the product and the place, they got the attention of people who would never drive out of their way to go to one (and yes, the stores are incredibly profitable).

Free Prize Inside (2004) – Seth Godin

See Also:

On Average | On Challenging Yourself | On ClicheOn Criticism  | On Intangibles | On Marketing | On Ideaviriuses | On Tension



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