Here’s the thing. Seth’s main thesis is that, with the crumbling of what he calls the TV-Industrial Complex, mass marketing has become broken. Suddenly mass media has become to cluttered, too noisy, too fragmented, people are too busy to pay attention, they have too much choice etc etc. So unless you already have a product that is heavily mass marketed successfully, you will probaly fail if you try going down the same road. So what to do?
Seth’s answer is for companies to stop trying to think of clever, “creative” ways to mass market ordinary products, but instead to start making remarkable products.