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I recently watched a TED talk by author and former dot com business executive, Seth Godin. He was explaining how some ideas and products spread at a much quicker rate than others, due to the fact that some ideas are average while others are remarkable. Now there’s nothing wrong with things that are average, they get the job done and nobody complains or bats an eyelid, the world needs average. The things that spread like wildfire are the things that stand out from the crowd, things that capture your attention. The example he uses is brilliant, if you were driving past a field of cows you probably wouldn’t say much about them, however if the field was full of purple cows, you’d almost certainly make a remark about it, making them remarkable.
Undoubtedly he has a valid point, but in today’s world (bearing in mind the TED talk was over 15 years ago) I think it’s becoming increasingly difficult to create something that’s remarkable. Year on year we’re seeing more and more new startups, each with their own idea that they think is remarkable. There’s just such a huge amount of products and services on the market that the most interesting and exciting ones could easily go a miss, which is a real shame.
There is however a glimmer of hope for people that want to see their remarkable ideas spread, and it’s all to do with the おたく/オタク (Otaku). Otaku is a Japanese word that refers to people who are obsessive about an interest they have, think the kind of people that drive 8 hours and camp on the street for 12 just to see their favourite celebrity. If you find your Otaku crowd they can act as a catalyst, creating a buzz of interest that’ll spread with time, provided your idea really is remarkable.
If you’re part of Market Dojo’s Otaku then let us know but more importantly, spread the word!
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