Ultraist Studios Blog Journal thoughts, musings and other rambling…

September 10, 2010

MANTRA 47

Filed under: Mantra — M Kitchen @ 8:49 am

Seth Godin quote:

“The interesting question is: what about the world as it is would have to change for your idea to be important?

In the case of Readers Digest, the key thing that changed was the makeup of who was reading magazines. Most of the people (and it was a lot of people) who subscribed to the Digest didn’t read other magazines. And so comparing to other magazines made no sense, except to say, “this is so different from other magazines, the only way you’re going to succeed is by selling it to millions of people who don’t read those magazines.” And Starbucks had no chance if they were going to focus on the sort of person who bought coffee at Dunkin Donuts or a diner, and the iPad couldn’t possibly succeed if people were content to use computers the way they were already using them.

Keep that in mind the next time a gatekeeper or successful tastemaker explains why you’re going to fail.” *

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