I’m sure Seth Godin didn’t really mean “the bottom left-hand corner is the scrap heap”. A good marketeer explores the area that everyone else has rejected, especially when they reject so totally. Pay for graffiti? Er, Bansky. Invent Twitter? Er Graffiti (a Greek word, of course) was the original twitter. It just needed a handier channel. Art worthless? Chat to your friend Hugh at Gaping Void. Chat to the thousands who spend hours (and money) in the marvellous museums of NY, NY. And Seth Godin, do you not have a romantic molecule in your body? A time will come when people will pay significantly to people who can craft a love letter on heavy hand-made paper with the lost skill of gorgeous hand-writing in a real stamped envelope. I once lived in a little Wiltshire, UK village called Lover (rhymes with the UK coastal Dover); people would travels miles to get their letters stamped at the local post office. Try the power of a hand-written thank you note! The thing is we marketeers have got to be very careful to distinguish between usefully simplifying and becoming distractingly simplistic. Just a thought.