Safe is risky. This is what Seth Godin wanted to get across; That the old marketing complex does not work anymore. Theold marketing complex of making mass appealing products to the average person does not work anymore. The average person does not have enough time to consider marketing of products or different products of choice.
The only products that sell in todays world are products that spread by mouth. The only products that spread by mouth are the ones worth talking about. Remarkable Products (hence the word remarkable 'worth remarking about'). These are the ideas that sell. Ideas on the edge, that are not the norm that give people something worth talking about. Seth coins the term "ideas that spread, win".
Seth also points out how the two most popular veichles today are the Hummer and the mini convertable. The biggest and smallest car's. These 'different from the norm' veichles are what grabs peoples attention and has them talking.
He leaves the audience with 'Fringe is where the action is'. Telling the audience to look beyond the norm and try ideas and products that will grabs people attention, and have them talking.
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