Marketing pioneer inspires students to lead: 'be extraordinary.' that's the challenge high point university issues to its students every day, and it was echoed in a presentation by bestselling author Seth Godin, who headlined the spring cultural enrichment series.

• Position: Extraordinary EDUCATION

Godin, a business blogger and entrepreneur, challenged students to look at the world differently, because it is different. The marketing pioneer argued the new "connection economy" isn't about selling an average product to the masses, but finding something remarkable for one key group.

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He pointed out that people are willing to pay more for something as minuscule as a piece of cake if there is a personal connection to it. Consumers can go the cheapest route and make their own cake, or they can pay $15 for a slice that looks like art and was handcrafted for them.

"No one wants average," said Godin, founder of several companies including Yoyodyne and Squidoo. "We only pay extra if you're different."

To be different and stand apart from the "assembly line, do as I tell you" mentality that arose during the industrial revolution, Godin said people have to be willing to try the impossible, take risks and accept that failure will occur. Many of his writings, which include 17 bestselling books translated into more than 26 languages, focus on the changing landscape of marketing. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership, and most of all, changing everything.

"If failure is not an option, then neither is success," said Godin.

He added that the world needs leaders, not people who just do what they're told.

"If someone says 'this is how you do it,' then that's not how you do it," said Godin. "We need you to lead us."

Godin's presentation followed a...