I’m going to be doing a short presentation tonight at Trend City focused on the need for filtering and prioritization tools and services to deal with the growing amount of digital noise many of us are now struggling to handle – inboxes that are overflowing, a constant stream of Twitter updates, RSS readers with thousands of unread posts, et al.

It’s a theme Seth Godin touched upon during his keynote speech today at the Communitech conference in Waterloo. With time-strapped people getting inundated with marketing, Godin said it is becoming more difficult for companies to break through the noise.

The key to overcoming this challenge, he said, is doing things or making things that are remarkable – however you want to define “remarkable”. “Something remarkable is worth making a remark about,” he said, adding that when “people starting talking you, the spam filters move away”.

Some companies, Godin said, are lucky to own “permissions assets”, which lets them speak to consumers who are willing to listen. He said Apple, for example, is a company that attracts a huge audience when it holds conferences to announce new products and services.

This is the first time I’ve heard Godin speak. It goes without saying that he’s a terrific performer – entertainment, informative and educational – who offers a lot of food for thought.

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