Seth Godin is an American author, entrepreneur, marketer, and public speaker. My first touch to his speeches was in the live stream that we organized last fall for Nordic Business Forum 2016. He also writes a blog which you can find from here; http://sethgodin.typepad.com/
He is a writer and he believes that if you want to publish a book you have to write every day, so he writes something into his blog every day. He has been in the industry for over 20 years and he is really a guru when it comes to marketing.
On his speech about how to get ideas to spread he tells on the example of sliced bread, and it's up comings in its early days. Even that all we eat nowadays in sliced bread, no one bought it then. He also showcases some examples in that worked, but why they worked? Because someone figured out how to make customers feel like they need the product. Otherwise, your product is no good. Customers need to feel that they need your product and that is how you succeed. And customers these days just don't care, they have much more choices and less time to make a pick of the product. The obvious thing to do is just to ignore. Here he pulls out his famous purple cow example; if you see a cow while driving, you are just going to ignore it. But if the cow was purple, you would notice it. For a while, before it comes ordinary. This phenomenon can be seen in everything from marketing to news media. Everything remarkable is worth of attention.
There is much what he covers in this short speech but much of it is relevant to your course. Godin really dives deep to a basic idea of marketing and how it is something done wrong. The basic idea of marketing in to get your ideas to spread, and that is what he is saying. Don't do average mass marketing to average people, who are most likely to ignore you when consuming massive amounts of marketing in a daily basis. The key to spreading ideas to market to the target group, to the early adapters, because others will follow. Because those who love it will talk like crazy about it. and when people talk highly about your product, it is free marketing. For those first adapters, your new product is remarkable with a less effort than for average people. If one would market to the average people, it would not create same kinda hype that it would when marketing is targeted to fast adapters, those who seek out the best and newest things in their industry.
Being remarkable and focusing on those you want them to focus on. but you don't have to be super remarkable, you don't have to be the best. But very good is not good enough. Very good is averige. What you really have to do is figure out what people want and give it to them.
His speech really sums up everything we have learned, to buyer personas to creative marketing. I highly recommend watching couple of his speeches.