[Review] We Are All Weird
1. Creation is amplified.Through social technology, anybody can publish a book, design a T-shirt, sell a painting or customize a bicycle and reach anybody, anywhere in the world.
2. Rich allows us to do what we want, and we want to be weird.As our basic needs are met, and productivity has given us a lot more discretionary time and money, we seek unusual pursuits of pleasure.
3. Marketing is far more efficient at reaching the weird.Through social media and mobile technology, we're increasingly able to reach smaller focused segments.
4. Tribes are better connected.The Internet connects and protects the weird by connecting and amplifying their tribes. The second - and more meaty - would be the Spread of the Bell Curve. Godin's main thesis is that the main bell curve of markets, customers and products is spreading. This follows the gradual splintering of markets away from the norm towards the fringes. This can be represented by the chart below (extracted from the book): Courtesy of 27gen Expounding on the demise of the normal bell curve, the book provides anecdotal examples of how mass production, mass markets, mass media and mass advertising are disappearing. These cover anything from education, New York's Union Square, men's suits, and hedge funds to soft drink brands and Harry Potter. As a call for action, We Are All Weird works nicely just like Godin's other numerous publications. It challenges you, prods you to action, and make you want to go do something. However, don't expect a road map or a compass. Let me end with another quote from the book:
Many marketers would like to become a modern PT Barnum (but with a better circus). That's not the goal, though. The goal is to find and organize and cater to and lead a tribe of people, embracing their weirdness, not fighting it... This single shift in our culture has opened the door for a huge outpouring of creativity, innovation and art. Your turn.
Walter is a seasoned marketer and publicist with almost 19 years of experience in marketing, communications, social media engagement, events management, strategic planning and corporate development. A judge of the Singapore Blog Awards, he blogs at Cooler Insights.