I just finished reading The Long Tail by Chris Anderson (This is an old draft) and I am big fans of both the book and the writer. Like most business books I have read to date the beginning and the end are the meat of the book, but I am someone who appreciates the nitty-gritty details of the middle.
Aside from the obvious topics that Mr. Anderson (Matrix Fans?) covered in the book the thing that stood out to me, and a trend that I am finding in my own life, is that not only are people moving towards more niches but more diverse unrelated niches. People are not who you think they are.
Let me explain. People that listen to single genre of music, let’s go broad and just say jazz. Just because someone listens to jazz does not mean that their iPod cannot be loaded up with U2. This can be applied to other industries and sub-genres but I decided to keep it generic.
I may enjoy one particular niche category but that does not mean I do not enjoy other genres. The problem lies in exposure. We are now all grouped in smaller boxes sheltered from what we do not know. The internet, however, breaks down these walls even further where I am no longer only exposed to a single sub-genre but to many unrelated categories all of which I may enjoy. You can no longer judge a consumer from a single product.
People who associated with like minded individuals almost never learn and never expand. It is why we love traveling, and why exotic and rare things are so sought after. It is because things that are not like us are just as intriguing.
People are complex and you may never fully understand your consumer. But do not box them in and assume anything. Do not box yourself in either, try a new restaurant or a new band, you might like them!
This type of diversity should be encouraged and stereotypes and raw assumptions should be cut out of our thinking and language.
If the future of business is collaborative and participatory we have to be ready to meet all kinds of people with outrageous ideas that cannot be shunned. It is reason like this why marketers are reaching out to psychologist, designers and writers; they all offer a unique perspective. No one is who you think they are.
This forces business to actually get to know the people that interact with their brand. (Not consumers, interactionists. More on that in another post.)
Likelihood of this actually occurring is low but it is happening more frequently than ever before.
I listen Flyleaf, T.I., Shekinah Glory and many other bands and sub-genres that are completely unrelated just because i like them and Youtube helped me find them.
(I had to do it again!)
