Seth Godin spoke at yesterday’s Digital Marketing conference here in Toronto. I missed the event (deadlines, deadlines), but did want to share this snippet of his speech as reported by Marketing Magazine:

“Average people are professionals at ignoring you. They don’t want to change what they have… That’s why they’re average. The geeks and the nerds, they’re the ones who are listening… Those are the people who are able to spread your idea.”

I would note that “geeks and nerds” come in all shapes and sizes. There are karaoke nerds, cheese nerds, theatre geeks, sneaker geeks, supply chain management nerds, and nerd nerds.

Our goal is to find the “geeks and nerds” who’ll care passionately about our stuff — some, like William Gibson, call them “otaku”.