This is Seth Godin. He is wearing mismatched socks. Why? To illustrate a point: Be remarkable.

Godin writes about marketing, and how to stand apart from the crowd. I am intrigued by much of his work, and so I was really happy to hear him speak at a conference in Toronto this week. To illustrate his point, he talks about a company that stands out – Little Miss Matched. They make and sell socks.

Okay, so you can buy socks at Target. I don’t understand the passion behind socks, but I understand their passion to be great. And to be great, they had to find a niche. They had to build one. As Godin puts it, “12-year-old girls have nothing to talk about, and all day to talk about it, so they created these socks to give them something to talk about.”

Little Miss Matched makes great mismatched socks, and customers love them. It’s a product that is remarkable – worth making a remark about. Not crazy, not outlandish, impressive. The DIFF.

Godin was remarkable the other day because he took the extra step. Not only did he tell us about these socks, he showed us the socks. Remarkable.