The latest book from Seth Godin is focused the triumph of choice over mass. It"s about the opportunity to support the weird, sell to weird, and become weird. Great book, with both personal and business lessons.
Mass, Undifferentiated, easily reached majority, What allowed manufacturers to become efficient
Normal, People in the middle (masses), Normal is localized, Amplifying normal is essential to mass traffic
Weird, People who aren't normal, Could be by nature or choice (focus of the book), Key to being weird: making a choice
Rich, Those who can afford to make choices about how they live, Those who can make an impact on their tribe
Tribes share, Leader, Culture, Definition of normal
Factory comes first, which requires mass markets
Bias on masses and conformity; shun outliers
Average products for average people
The tide has turned, and it's actually a good thing
More info, choice, freedom, interaction; more weird
Normal is not who we are or where we're going
Creation is amplified, Creation is easier and faster, Anyone, anywhere can publish to the world and make an impact, Amplification changes creator and tribe
Rich allows us to do what we want, and we want to be weird, No longer focused on just survival, Rich enough to care about choice
Marketing is far more efficient at reaching the weird, The long tail, Marketers have shifted gears toward weird, Easier to reach pockets of weird people
Tribes are better connected, Easy to find others who share your interests, Weird is becoming more normal
There are many bell curves, not just one
Mass is no longer available
Now, more and more of us can afford to make choices
Marketers can't afford to ignore the weird any longer
There is no blob of normal
Instead, there are millions of individuals
Simple alternative to our broken system: embrace the weird
There is no center
Just individuals and tribes
We're not normal. We're weird. All of us.
We're at our best when we're weird, and when we're enabling others to become weird
Are you embracing the freedom to choose to be weird?, Make a choice, Stand up for what you believe, Do what you want
Are you creating for fast-growing weird market or declining mass market?
Are you confident enough to encourage people to do what's right and useful and fun?
Author of How to Study with Mind Maps