Seth Godin
Traditional advertising is dead, and safe products are invisible. To survive in a crowded marketplace, you must build products so extraordinary that your most obsessed customers cannot help but spread the word.
The traditional marketing model of creating average products for the masses and forcing awareness through expensive advertising no longer works because consumers have infinite choices and zero attention.
Instead of adding marketing as an afterthought, companies must engineer their products or services to be inherently remarkable so that they naturally command attention and provoke conversation.
Growth relies on targeting passionate early adopters, known as sneezers, who care deeply about a specific niche and are eager to spread your idea to the broader market.