re•mark•able \ri –‘mär–kə–bəl \ adj. (1604) worthy of being or likely to be noticed esp. as being uncommon or extraordinary. According to best selling author, Seth Godin, acclaimed “America’s Greatest Marketer,” ridiculous is the new remarkable!
Back in 2003 Seth Godin wrote a great article for Fast Company magazine In Praise of Purple Cow. He advocated that in a media saturated marketplace there was no room for average products and services or relentless ad spending. Instead, there was only room for remarkable products or services; winning ideas that people were going to remark about – the viral effect of word of mouth.
Last month, Seth wrote a new post titled “Ridiculous is the new remarkable.” Godin is now challenging us to think beyond normal to standout. Paraphrasing Seth: “If it’s not ridiculous, it’s hard to imagine it resonating with the people who will invest time and energy to spread the word. We embrace ridiculous as the sign that maybe; just maybe, we’re being generous, daring, creative and silly. You know, remarkable.”
Godin’s new interpretation of remarkable is a clever marketing strategy. However, given the level of clutter/noise out there (ridiculous!!), I believe those companies or individuals that can deliver consistent, relevant content in a blink will be tomorrow’s movers and shakers.
Blink = brevity! Blink trumps remarkable!