American entrepreneur, author and marketing guru Seth Godin draws on the example of the creation and initial marketing failure of sliced bread to illustrate the importance of spreading an idea in order to sell a product. Seth Godin explores the limitations placed on an idea, no matter how brilliant, when it does not have reach.
Using several real-world examples, Seth Godin describes the importance of getting people to care about a product through marketing as it is not always about the product itself or the patent or its uses, but its cultural relevance. Seth Godin defines the era we live in as a century of idea diffusion, in which there are too many options and too little time, which is why getting attention through effective marketing can make bad or bizarre ideas more successful than boring ones.
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