Mass is dead. Here comes weird.
Other interesting ideas:
From now on, mass market success will be the exception, the black swan.
The opportunity of our time is to support the weird, to sell to the weird and, if you wish, to become weird.
On close inspection, just about everybody is weird.
Rich is someone who can afford to make choices, who has enough resources to do more than merely survive.
Marketing is far more efficient at reaching the weird.
The next breakthrough in our productivity and growth aren’t going to be about fueling mass. They’re going to be relentlessly focused on amplifyung the weird.
The biggest cultural shift that the internet has amplified is the ability to make an impact on your own culture.
The reason that people are walking away from mass is not so that they can buy more stuff. Material goods and commerce are not the goal, they are merely a consequence. The goal is connection.
We have a cultural bias towards compliance. We believe it’s moral to comply.
If you cater to the normal, you will disappoint the weird. And as the world gets weirder, that’s a dumb strategy.
Average is for marketers who don’t have enough information to be accurate.
As choice and self-determination triumph, you can’t profit from it by pretending you’re not a mass marketer. You actually have to stop being a mass marketer.
It’s human nature to be weird, but also human to be lonely. This conflict between fitting in and standing out is at the core of who we are.
Overall evaluation: Another provocative Seth Godin manifesto, this time on the death of mass. It’s no Linchpin, but it’s a fun and worthwhile short read.