We Are All Weird

“The key element of being weird is this: you insist on making a choice.”
“The biggest cultural shift that the internet has amplified is the ability to make an impact on your own culture.”
“As a result, the mass marketer keeps missing the point. He’s busy looking for giant clumps instead of organizing to service and work with smaller tribes. Probably worth slowing down and rereading that sentence again, because our bias for mass is so strong and so ingrained that we often overlook it.”
“As soon as consumers enter the marketplace, they gain power, because power comes from choice. Consumer power is a brand new force, and it’s growing exponentially as a result of more affluence running in parallel with more choice.”
“If you persist in trying to be all things to all people, you will fail. The only alternative, then, is to be something important to a few people.”
“There are a billion “channels” of information and you can pick the one you want. There’s a long tail of channels, and at least one matches every person’s precise definition of weirdness (if there’s no match, go ahead and start another channel).
“As soon as we remove physical proximity as a gating factor, the only barrier to weirdness is choice.”
“The key lesson: humanity and connection are trumping the desire for corporate scale.”
“Average is for marketers who don’t have enough information to be accurate.”
“Tribes are fueled by our never-ending desire to avoid lonliness. Weirdness (which used to be a shortcut to lonely) is no fueled by the very tribes that fought it.”
“It’s true, of course. We don’t like the advertising that’s not for us, not about us, not interesting to us. But talk to me, directly to me, about something relevant and personal, and I love you for it.”
“The challenge of your future is to do productive and useful work for and by and with the tribe that cares about you. To find and assemble the tribe, to earn their trust, to take them where they want and need to go.”