Seth Godin talks about being truly remarkable in The Big Moo and Purple Cow, “You’re either remarkable or invisible. Make your choice.”. Seth’s idea is simple and his timing is perfect. While people increasingly tune out traditional advertising, Social Technologies have completely disrupted how ideas propagate. Power has shifted.

Take little-known innovator, Yves Rossy, a former Swiss military pilot with a passion for flying. Yves is truly remarkable. You must watch his Jet-Man video. It gets posted on YouTube and, 5 months later, there are 1 million combined views of Yves Rossy videos. The result? Mr. Rossy gets noticed and has consequently picked up a corporate sponsor: Swiss watch maker Hublot. He now goes by FusionMan to match Hublot’s theme, “the art of fusion”. Congratulations, Yves!. I can’t wait to see what he will do next.