"There's no reason only poor people should have the experience." (the art of clever to promote a cause)

If you didn't catch the speech that Bill Gates gave at the TED Conference last week, you're in for a treat and a great marketing lesson.

Not only is Bill doing important work through The Gates Foundation, but through one clever action--and one memorable line--he showed he not only understands the problem, but he knows how to market it. Which is pivotal being his job is not only to pave the way to solutions, but first to persuade others to start caring about the problem... so that we can arrive at those solutions.

Hey, even with his brains and his billions, he can't do this alone.

By comparing a "rich man's problem" (baldness) to a problem plaguing the poor (malaria), he underscores the severity of the real issue: namely, how we set priorities. After all, male-pattern baldness has far more research money being poured into it than malaria. Yet the latter is fatal.

Then there's the action. By setting a small swarm of mosquitoes free in the auditorium and explaining "There's no reason only poor people should have the experience," he makes a tremendous impact. Cost of the mosquitoes? I'm thinking a few bucks. ROI on the press exposure, WOM and new hearts and minds engaged? Millions.

And that's exactly what its going to take to meet the objectives he's set forth.

Please see the one-minute video below (RSS and email subscribers, please click through to the blog to view). And if you have 20 minutes, here's the link to his full speech--it's well worth the watch. Don't worry, you won't get stung--but you might just be moved enough to share it with others.