I don’t know how he got there, but Seth Godin is in my head.
Take a look at this quote real quick:
“I don’t like it”
“I don’t understand it”
Those are the only responses your new idea can possibly generate from many around you if your new idea is actually a great idea, something ownable, something you can build work around.
The popular, obvious, guaranteed ideas have definitely been taken, or are so small that they’re not really worth your blood and tears.
That means if the new title of your book is instantly understood by all, it’s generic or descriptive, not something that people will associate with you as a creator or as someone who brings us new insight.
I have done the exact OPPOSITE of what Seth Godin is proposing. I want EVERYONE to understand it! I want to make it super simple. I don’t want to confuse or miss a single person.
And in so doing, I lose everyone. Because there’s nothing innovative about obvious.