None of them found their way to mass audiences through traditional advertising, entrepreneur and author Seth Godin said on Tuesday during a talk at New York . Put another way, they weren’t created with the average person’s wants and needs in mind.
“When we think about great brands of the last 15 years, none of them were built for normal people,” Godin said.
Godin encourages businesses and marketers to embrace the rise of weirdness, or the decline of the mass audience, and he cautions against the mentality that has prevailed for more than half a century.
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It may seem like Starbucks, Facebook and the other brands mentioned above are mainstream. But when they debuted, they had niche -- not mass -- appeal. Consider 20th-century for sugary breakfast cereals. Then consider how foreign Greek yogurt seemed to most American consumers a decade ago, and try to remember how it became so popular without billing itself as the preferred option.
“If you give people a choice, they’ll take a choice,” Godin said. “There are now more weird people than normal people. Because the weird people are choosing to be weird. They’re on the edges because they want to be.”
Reaching a particular audience takes more than targeted marketing, though. People are afraid to pitch ideas or build companies based on niche ideas. To get more attention and make more sales, they take the safe route and go with an idea that’s been proven effective and lucrative.
In 2012, Godin published , and he continues to share his thoughts about the balance between flying too high, or risking a too-far-out-there idea, and flying too low, or failing to make anything new. Because flying low wins out so often, he explains, people falsely believe they lack creativity
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