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We Are All Weird: The Rise of Tribes and the End of Normal
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About We Are All Weird: The Rise Of Tribes And The End Of
Product Description World of Warcrafters, LARPers, Settlers of Catan? Weird. Beliebers, Swifties, Directioners? Weirder. Paleos, vegans, carb loaders, ovolactovegetarians? Pretty weird. Mets fans, Yankees fans, Bears fans? Definitely weird. Face it. We’re all weird. So why are companies still trying to build products for the masses? Why are we still acting like the masses even exist? Weird is the new normal. And only companies that figure that out have any chance of survival. This book shows you how. Review "This is a book about giving a damn. It’s about caring about what you do and (as important) who you do it for. Professional apathy is a relic of a dead era and, as Seth teaches brilliantly, a mentality you cling to at great peril. Everyone with a pulse and a paycheck should be living We Are All Weird." —Chris Taylor, founder, ActionableBooks.com "This book will resonate with anyone who wants to lead a tribe, be authentic, dance to the beat of their own music, and make a difference in the world. If your inner critic (the resistance) has been telling you that you are not enough, your work is not good enough, and who do you think you are to make a difference, then buy this book. Let your freak flag fly high!" —Sherold Barr, master coach + freedom fighter "Seth has done it again. Open this book to almost any page. Read it, and change your thinking, your work, your life, or better express your art. Weird how he does this, isn’t it?" —Rob Berkley, executive coach, VisionDay.com About the Author SETH GODIN is the author of eighteen international bestsellers—including Purple Cow and Tribes—that have changed the way people think about marketing, leadership, change, and the way ideas spread. He founded Yoyodyne and Squidoo, is a successful (and unsuccessful) entrepreneur, and a very popular lecturer. He publishes inspiration daily on his blog, consistently ranked as one of the one hundred most popular in the world. Excerpt. © Reprinted by permission. All rights reserved. INTRODUCTION: THE PREGNANT ELEPHANT Ad legend Linda Kaplan Thaler tells the story of a zoo in Belgium, down on its luck. The crowds had stopped coming. With the emergence of so many alternative amusements, diversions, and novelties, the zoo had fallen on hard times. Attendance was down, but the animals still needed to get fed. Then their elephant got pregnant. Alert ad agency geniuses leapt into action. They put a sonogram of the baby elephant on YouTube. They ran polls and contests (girl or boy?). Attention was paid. Hoopla was generated. The zoo was back on track, and attendance climbed. The elephant gave the zoo its mass back. Mass reach, mass excitement, mass crowds. An apparent triumph for new media. The story is told because it harks back to a happier time, to an era when ad agencies could easily do what they were paid to do: get the attention of the public. It reminds us that our economy is built on the back of mass, on public amusements, on factories organized to create widgets or services or entertainment for anyone (and everyone) with money to spend. Marketers can be forgiven their nostalgia. Mass is no longer a scalable, predictable way to engage with the public. Success like the zoo’s is rare (because pregnant elephants are an oddity). From now on, mass market success will be the exception, the black swan. Mass is dead. Here comes weird. Mass, Normal, Weird, and Rich This is a book about four words and how the revolution we’re living through demands we change our understanding of what they mean. MASS is what allowed us to become efficient. Mass marketing and mass production and mass compliance to the rules of society have defined us. Mass is what we call the undifferentiated, the easily reached majority that seeks to conform and survive. NORMAL is what we call people in the middle. Normal describes and catalogs the defining characteristics of the masses. Normal is localized—being a vegetarian is weird in Kansas but normal in Mumba
