As marketers we need to be able to find inspiration anywhere and apply it in our own work, but we sure could use a little help sometimes, right? I scoured TED’s archive and found the very best TED talks that will provide a little bit of imagination to your daily routine. I hope these will help you change the way you think about your product, your brand, your customer, and even yourself. Each talk is under 20 minutes, so feel free to bookmark and kickstart your day with a cup of coffee and a TED Talk.
Here are the 3 of the best TED Talks to inspire your marketing efforts.
Seth Godin: How to Get your Ideas to Spread
What do purple cows, Jeff Koons, and the fashion industry have in common? They understand the importance of being remarkable. Marketing guru Godin advises us that the riskiest thing we can do is be safe, and that aiming for ‘very good’ will only serve to get us seen as average. Consumers have inherently more choice and less time, so we choose to ignore anything that isn’t remarkable. What does that mean for us marketers? First, we need to start with a product that has something remarkable about it, and second, we need to market it to innovators and early adopters as they like disruption and by their very nature will respond to what is remarkable.
Sheena Iyengar: “How to Make Choosing Easier”
Today’s crowded and busy world means we sometimes feel overwhelmed by the amount of choice we’re faced with. Psychologists call this the paradox of choice. Iyengar explains that if you cut choice you’ll lower costs, increase sales and improve the overall choosing experience. When Head and Shoulders cut their shampoo range from 26 to 15, they saw a 10% increase in sales. As marketers we need to make the choosing experience we create for our consumers as simple as possible, and there are four techniques we can employ to ensure this: cut, concretize, categorize, and condition for complexity.
Renny Gleeson: “404, The Story of a Page Not Found”
Have you noticed that awful feeling in the pit of your stomach when you occasionally stumble upon a 404 page that rudely disrupts your browsing journey? It’s a broken relationship because it reminds us that we’ve somehow managed to fall through the cracks. Gleeson shows us how some companies can take that simple mistake and make it fun and interesting. Well designed moments build brands, and the little things done right really do matter. The best brands will take an error and use it as a chance to build a better relationship. Start with improving your own 404 error page, and make sure you carry this mantra across to all areas of the customer journey.
What are your favourite TED Talks? Tweet me @gergana or @QubitGroup!