A few days ago I wrote an article called What Santa Claus Teaches Us about Search Engine Marketing. I wanted to be a little more specific on each one, so I’m starting a new segment titled “Santa’s SEM”.
Since each article will go in order, this will be about “You can rank on competitive words by just doing better”–which of course, is true.
Each year a conference is held which gathers thinkers, artists, and entrepreneurs called TED. The event is held annually in Monterey as a four day affair with 50 speakers, each giving an 18 minute presentation. Anyways, the general concept of the conference is to encourage people that they can be successful and do not have to be a genius, rich or even have a great education to come up with the million-dollar idea.
DoshDosh has a list of several intriguing videos from past TED events, the third especially deals with this article: Malcom Gladwell: What We Can Learn from Spaghetti Sauce
If you are too busy to watch the video, Malcolm talks about a man named Howard Moskowitz. Howard was in the business of psychophysics and helped many companies correlate data using tests. Most of all, he is known for reinventing spaghetti sauce. He did so when asked by Prego to come up with a sauce to compete against Ragu. Howard said there is not one type of spaghetti sauce which everyone enjoys. He tested many different types of sauces and ended up with many flavors people enjoy, thus helping Prego become what it is today.
There are many morals of Howard Moskowitz, but what can help web marketers is this: even though there are companies like Ragu out there, we can still become competitors and succeed. Although reinventing the wheel isn’t always needed, offering something slightly different can get you the same success.
Written: Dec 18, 2007
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