||Book Review - We Are All Weird by Seth Godin
Thomas Admin Duff
I recently had the chance to read Seth
Godin's latest work We
Are All Weird, a small book on
his view that mass marketing and mass production is dead. The replacement
is "markets of one", small communities of people who are focused
and passionate about things that don't fall in the center of the bell curve.
The flattening of that curve means that companies have to give up
the one-size-fits-all approach to their products, as normal is an illusion.
Introduction - The Pregnant Elephant;
Part 1 - Capitalism, Industry and the Power of Mass - And Its Inevitable
Decline; Part 2 - The Four Forces For Weird; Part 3 - The Gradual and Inexorable
Spread of the Bell Curve; Postscript - Onward Toward Tribes
As with many of Godin's books, he takes
one of his core messages that you find in his various writings (such as
blogs and articles) and expands on it. In Weird, he shows how the
Internet has allowed everyone to publish content of interest to them. This
in turn allows others with the same interest to find each other and create
their own mini-tribes surrounding that shared interest. Add to that
his definition of rich (you have time, enough money to meet your needs,
and confidence), and you have many more people who have choice, the ability
to go beyond survival and follow their own interests. These interests are
increasingly diverging from the masses, making people who were once considered
"weird" become part of a new normalcy with others of the same
bent. The ability to reach and satisfy these "weird" groups
is where success lies.
Most of Godin's books tend to hit me
more at an emotional rather than logical level. To say that mass
marketing and mass production is dead seems to be more of an overstatement.
However, it is true that outlier groups have more clout and demand more
attention than they have in the past. As such, it's a good idea to
not expect a single approach to marketing and products to have the same
success in the past. Even though the book is only 97 pages, it feels
like the message of We
Are All Weird is something more
suited to a longer article than a bound book. But Seth certainly
doesn't follow normal convention, and he's willing to try things (including
publishing) that don't conform to what's been done in the past. Godin's
message is one that's worth reading and considering, especially if you
want to try and stay ahead of the curve. Somewhere between "weird"
and "business as usual" is where your future lies, and figuring
out the location of that point for your business will dictate success and
Obtained From: Amazon
Nov 20, 2011
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