We Are All Weird

The Myth of Mass and the End of Compliance

We Are All Weird is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. The book calls for the end of "mass" and for the beginning of offering people more choices, more interests, and giving them more authority to operate in ways that reflect their own unique values.

For generations, marketers, industrialists, and politicians have tried to force us into little boxes, complying with their idea of what we should buy, use, or want. And in an industrial, mass-market driven world, this was efficient and it worked. But what we've learned in this new era is that mass limits our choice, because it succeeds through conformity. As Godin has identified, a new era of weirdness is upon us. People with more choices, more interests, and the power to do something about it are stepping forward and insisting that the world work in a different way. By enabling choice, we allow people to survive and thrive.

©2011 Seth Godin (P)2011 Brilliance Audio, Inc.

Brilliant as always!

Seth Godin is the Picasso of our times, a true artist. This short story is among his best for breaking convention. Mass is out and tribes are in. The question is--how long will it take for the Fortune 100 to get this new world? Does it even matter if they don't? I see it as great opportunity for entrepreneurs like me.

I hope Seth's next book will be more about the "now what?" and how to actually find what's weird about each of us and harness the gold in it.

Mass is really dying

Good quick discussion about the fall of mass. Backed up with good examples of companies that are doing it. And great example of how mass played such a big role many decades ago

Ignore the Title

Seth Godin brings insight into the dilemma that modern Marketing is confronting. It may sound uninteresting, but it is fascinating to see the inner workings of such a subtle, and sometime subliminal profession.

What is it? How it is changing? and, How it is changing us? How does the Internet and Globalism affect how we perceive wealth, and purchase things? These are some of the questions Godin explores.

The book is really about 'how marketing affects our daily lives. It is about the way we see ourselves, and about how we want others to see us, and how often this is influenced by advertising'. It is about how the Internet and Globalism have created niche markets, rather than the "mass" markets that we have grown up with (for example: the major syndicates nbc, abc, cbs used to dominate the airwaves, now we have thousands of channels to chose from... and not one that everyone will talk about at the water-cooler the next day, except perhaps the Superbowl). This change, makes it hard for marketers, to know how to reach a growing and ever-differing modern audience.

There are moments of brilliance, but I think overall, Godin makes a critical mistake by using the word "weird". Marketing by definition is: " the process of communicating the value of a product or service to customers, for the purpose of selling that product or service.".

By using the word "weird' so often, Godin makes it hard for the listener to embrace his arguments, which are often worth listening to. Godin could have used a word such as "unique" or "a-typical" to describe groups outside of the "norm". Instead he essentially calls us to embrace being "weird" and completely ignores the stigma that might prevent people from doing so. I mostly agree with his thesis, and think he brings forth many good points in a short, easy to listen-to book.

* another minor gripe I have is when Godin introduces his political leanings. Although you can guess what they might be, you will see that they add nothing to the content of this book. I chose to ignore them altogether for the sake of the hearing his thoughts about marketing and the changing audiences.

A marketing philosophy for today.

As usual, Seth provides a different lens for viewing our world. And perhaps more than usually, he provides a frame for any picture that emerges before us.

Godin is right on the mark again!

Seth Godin is one of the most interesting and insightful writers on our new economy. His thoughts on marketing in this new - non traditional - wired and connected world help make his readers look at things in a different light. I think the biggest draw in all of his books is that he provides no "blue print" or "10 quick steps to success" - what he does do is tell you wonderful stories from the trenches, what is going on out there, and what seems to be working. It is from these stories that I find my "ah ha" moments. This was the first audio book I purchased and listened to - what a great way to experience books! I will be downloading more in the future.