TED is a conference that was started to bring together people from the Technology, Entertainment and Design worlds. Leading thinkers were brought together to discuss their big ideas and innovations across a larger forum of people that shared their interests. These are known as TED talks.
Since its start, TED has expanded to include topics ranging across the entire human experience. Being in the marketing technology industry, it’s safe to say that we can find several TED talks that speak to us and inspire our creativity and thought processes at Sugar Market, previously Sugar Market. However, we put together 5 of our favorites to inspire the rest of the marketing world. Take a look at these TED talks for marketing inspiration.
1. Seth Godin: The Tribes We Lead
Seth Godin discusses the social trends that lead us to where we are in each cultural moment. He sees each moment in time as an extremely important part of the human narrative of how ideas are generated and how they spread. He argues that the Internet has unofficially ended mass marketing. Instead of homogenizing and connect everyone, the Internet has also revived a human social unit from a past that goes back over 50 years: tribes. Tribes are build on ideas and values that people share. Tribes give ordinary people the power to lead and make a big change: a movement. Marketing is now about finding the true believers and creating a movement and Seth Godin urges us, the ordinary people, to do so.
2. Sheena Iyengar: How to Make Choosing Easier
Less is more. Sheena Iyengar talks about the power of choice. During her research, Sheena actually found that when she set up a table at her local grocery store with ‘Free Samples’ of jam, when she offered only 6 options vs. 24 options, more people actually bought jam when there were fewer options available. She results this to “choice overload”, meaning that when consumers have too many choices available, they often choose not to choose. Ultimately, this talk makes you think about the product or products you’re offering and decide where to make cuts. Make it easy on your customers to make a high level choice first.
3. Renny Gleeson: 404, the story of a page not found
“Little things done right actually matter. Well designed moments can build brands.” Renny Gleeson goes through the dreaded “404: Page Not Found” moment you have when you’re surfing the Internet. It’s a site nobody wants to see, but it happens. Renny shows through his slideshow of creative and funny 404 pages, that every error is actually a chance to build a better relationship. The takeaway from this short and sweet TED talk is not just about how to build a good 404 page. It’s about ensuring that every moment and every experience of your brand flows. No matter the experience, your consumers want to remember why they loved you in the first place so take the time to remind them.
4. Derek Sivers: “Weird, or Just Different?”
In this TED talk, Derek Sivers spends 2 minutes giving us a gentle reminder that there are two sides to everything. What we deem normal might not apply to others that have their own versions of what’s weird or what’s normal. Sivers inspires us in just 2 minutes that when you’re trying to convince someone to do something or buy something, we must explore all areas of the spectrum before sticking to one side.
5. Derek Sivers: How to start a movement
And one more from Derek Sivers because his inspirational talks are short and to the point. This time Sivers shows us that creating a movement takes more than just a leader. Sometimes it pays to be the first follower so your leader doesn’t stand out as a lone nut. Creating a movement behind your brand is the best thing your marketing team can do for your business. But it’s finding that first follower that’s key … nobody wants to be the lone nut. Or do they?
As a marketer or even a small business owner, you can gain a lot of insight from these talks and “aha moments”, as they’ve been deemed in the past. These 5 talks in particular were put together to help address the innovative ways marketers and SMB owners think. Feeling inspired yet?