There's hardly anyone who is not aware of TED Talks, but for those of you who are still in the dark, let me explain what a TED Talk is all about.
TED - Technology, Entertainment and Design - Talks are the thought-provoking short-form presentations delivered by people who are experts on certain topics ranging from business, education, technology, design, leadership and more. Since 1984, TED Talks have had the aim of getting influential speakers from many different disciplines to throw light on certain subjects.
Here are the top five TED Talks that every marketer should watch:
1) Seth Godin: The Tribes We Lead
What do people like Zappos, Hugo Chavez and Al Gore have in common? They led tribes! Marketing blogger Seth Godin explains the concept of tribes in the Digital Era as he throws light on the evolution of ideas. Citing examples from the success of The Beatles, and CD Baby, he notes how connection and leadership are powerful components that can change the world. In under 18 minutes, he explains why we’ve reached the end of mass marketing and why you should learn to form and lead tribes.
2) Sheena Iyengar: The Art of Choosing
As a Professor of Business in the Management Division at Columbia Business School and the Faculty Director of the Eugene Lang Entrepreneurship Center, Sheena Iyengar did an experiment with a local store that offered a variety of products. The store stocked 250 kinds of mustard and vinegar, over 500 fruits and vegetables, and 75 varieties of olive oil. Despite the foot traffic to the store, Iyengar discovered that very few people including herself bought anything. This 16 minute talk based on Iyengar’s extensive research on choice overload, highlights why having too many options is an issue, and suggests simple proven techniques you can use overcome the obstacle.
3) Malcolm Gladwell: Choice, Happiness, and Spaghetti Sauce
Detective of fads and emerging subcultures, Malcolm Gladwell tells a rather interesting story of how American Physicist and market researcher, Howard Moskowitz, broke the norm of testing for a single formula, and found that variety is truly the spice of life. Using the food industry as an example, Gladwell states that there is no single way to deal with consumers, the power of data and how to appeal to the needs of your customers.
4) Rory Sutherland: Life Lessons from an Ad Man
In this humour packed Ted Talk, British advertising executive Rory Sutherland walks viewers through how advertising adds value to a product by changing our perception, rather than the product itself. From Frederick The Great to Coca-Cola, Sutherland dives into how marketing impacts the way consumers perceive products and services. He notes that all value is relative and that persuasion is better than compulsion. Sutherland’s talk is a short and relevant course on why perception, intrinsic value, and impressions are important for branding.
5) Joseph Pine: What Consumers Want
Customers want to feel what they buy is authentic, but “Mass Customization” author Joseph Pine says selling authenticity is tough because, well – there’s no such thing. He talks about a few experiences that may be artificial but make millions anyway.
Consumers want to have a great, authentic experience, and those that realize this will reap success. Most importantly, a business must stay true to who they are in order to provide an authentic experience.