We Are All Weird

Normal doesn’t exist – it’s a construct we made up. And embracing our weirdness might just be the key to thriving in a fragmented world.

1. The End of the Mass Market

The concept of the mass market is fading, and it no longer holds the relevance it once did. Once, industries built efficiency around serving "normal" customers – a homogeneous middle that defined product design, media consumption, and cultural norms. But today, this approach proves limiting.

In an age defined by choice and diversity, fewer people conform to what is marketed as normal. As a result, mass-market strategies struggle to generate broad appeal or capture attention. In fact, heavily cultivated trends driven by mass production and media are being replaced by a patchwork of individual preferences.

The story of Antwerp Zoo illustrates this shift. Once dependent on general appeal to draw visitors, the zoo regained attention when it highlighted the unique story of a pregnant elephant. By focusing on an unexpected narrative, the zoo connected with people personally, bringing in a new wave of engagement.

Examples

• TV networks like CBS once captivated 90% of U.S. households; now, streaming services cater to niche preferences.
• Blockbusters like The Beverly Hillbillies drew tens of millions weekly; today, hit shows like Mad Men attract far smaller audiences.
• Antwerp Zoo succeeded by leaning into specific, weird appeal rather than replicating tired mass-market tactics.

2. Normal Is a Marketing Myth

The idea of "normal" isn’t natural – it’s a concept marketers created to sell products. During the height of industrialism, manufacturers prioritized efficient, cost-effective production. To sell these goods, advertisers used campaigns to standardize public desires.

Throughout the 20th century, businesses pushed conformity through cultural norms. Ads proclaimed what "normal" people ate, drank, wore, and drove. Those who deviated were seen as outsiders or even morally wrong for rejecting mainstream consumerism. This version of normal was less a reflection of real people than a tool for mass producers.

Take Heinz ketchup, for example. Dominating 70% of American households didn’t happen organically. It took relentless marketing to convince people there was only one "proper" choice for their condiments.

Examples

• Wonder Bread symbolized normalized food culture before the surge of artisanal options.
• Car commercials portrayed owning specific brands as a “normal” aspiration.
• Coca-Cola became synonymous with "normal" beverages due to repetitive advertising campaigns.

3. Weird Choices Define Us

Weirdness stems from individual choice. It’s less about innate quirks and more about the distinct ways people embrace their hobbies, interests, and passions. Unlike normalcy, weirdness is actively selected by individuals exercising their freedom.

According to Godin, contemporary wealth isn't solely about money but includes resources like free time, internet connectivity, and social freedom. These assets empower people to experiment and adopt niche passions. This growing autonomy transforms entire industries as consumers prioritize personalization.

Today’s weird is visible in both everyday enthusiasts and fervent collectors. From loving bagpipes to investing in high-end audio equipment, niches reflect stronger identity than generic tastes.

Examples

• Stereophile magazine connects audiophiles willing to pay $1,000 for a single cable.
• Mainstream blocky eyeglasses are rejected by enthusiasts seeking hand-crafted eyewear.
• Specialized subreddits allow people to celebrate hyper-specific interests.

4. Technology Amplifies Weirdness

Technology, especially the internet, enables people to explore their weirdness like never before. Long ago, resources and social stigma restricted access to unconventional hobbies. Now, nearly anyone can celebrate what makes them unique.

Through digital platforms, niches turn into global communities. An obscure interest no longer isolates someone; instead, it lets them connect with like-minded people worldwide. With forums, streaming platforms, and e-commerce, the weird gains traction, fostering new cultures and markets.

Consider niche musicians. A budding bagpiper can now share music with an international audience. Technology shifts success from pleasing the masses to pleasing "your people" – a specific, devoted group.

Examples

• YouTube lets creators reach niche audiences, from knitting to parkour fans.
• Online retail supports microbrands catering to specific tastes.
• Crowdfunding platforms help unique projects find targeted backers.

5. Mass Production to Mass Choice

The bread aisle explains it all. The dominance of white, sliced Wonder Bread once seemed unshakable. It represented the apex of mass production: predictable, affordable, ubiquitous. Today, that white loaf faces fierce competition from diverse, artisan options made for varied diets, tastes, and values.

The bell-curve distribution of consumer behavior is shrinking. Once, the majority sat comfortably in the middle as "normal" consumers. Now, the middle diminishes as the edges swell – people embrace weirdness over settling for one-size-fits-all.

This shift aligns with changing media consumption and purchasing habits across industries. As homogenized options decline, room emerges for businesses serving unique preferences.

Examples

• Gluten-free sourdough and spelt loaves share shelves with standard white bread.
• Boutique tea companies outpace grocery-store brands like Lipton.
• Streaming platforms prioritize diverse, interactive content over broad network appeal.

6. Weird Tribes and Community

Weirdness fosters connection. As people follow their individuality, they naturally group into tribes. These aren’t simply fan clubs; tribes provide identity, meaning, and belonging. They are the antidote to the alienation often felt in mass society.

For businesses, this means reevaluating priorities. Instead of pandering to mass categories, direct your attention to building trust and community bonds with niche groups.

Examples reveal this potent power of tribes – from shows like Firefly gaining cult followings to small, dedicated publishing houses defying market constraints.

Examples

• Cult TV communities hold conventions for canceled series years later (Firefly or Freaks and Geeks).
• Local breweries foster loyalty through exclusive club membership perks.
• Social media creates robust pet-lover groups entirely around specific breeds.

7. Oddity as a Strength in Education

Modern education enforces conformity at the expense of creativity. Schools use standardized tests, rigid curriculums, and one-size-fits-all rules to promote "normal" learning. Yet, mankind’s greatest innovators often color outside the lines.

Instead of squeezing kids into a uniform mold, the system needs to celebrate unconventional thinking. Schools can nurture the quirks that make students special, equipping them for tomorrow's diverse, specialized world.

Godin points to Richard Branson, who defied convention to become an entrepreneurial legend, as proof that unique minds shine best in open environments.

Examples

• Montessori schools provide student-driven learning over rigid plans.
• Homeschool programs encourage blending diverse learner paces.
• Biographies like Yo-Yo Ma’s reveal how artists thrive outside traditional academic paths.

8. Fragmented Markets Drive Opportunity

As markets fragment, the big win isn’t about dominating all consumers but mastering your niche. Godin proposes that focusing on the unique needs of a smaller base leads to stronger loyalty and consistent buyers.

Specialized brands, like those in kayaking gear or vegan shoes, thrive by delivering exceptional experiences to unique markets. This reflects broader societal shifts where broad appeal fades in favor of personal relevance.

Examples

• Niche travel agencies plan trips for specific groups, from photographers to hikers.
• Craft cider producers sell to consumers rejected by regular beer.
• E-sports firms cater exclusively to gamer audiences, unlike traditional sports clubs.

9. Authenticity Over Faking Weirdness

True weirdness cannot be fabricated. When businesses try to imitate weirdness merely for profit, they fail to connect. Customers see through inauthenticity, instead craving relationships with creators who share their values.

Rather than forcing quirkiness, brands should arise from genuine community roots.

Examples

• Indie coffeehouses succeed by reflecting local culture instead of mass chains mimicking the indie aesthetic.
• Patagonia thrives as an outdoor retailer due to consistent environmental advocacy.
• Authentic creators on platforms like Etsy outperform imitators.

Takeaways

1. Build authentic connections with niche communities rather than chasing every consumer.
2. Use technology to amplify your weirdness – leverage digital platforms to find like-minded groups.
3. Embrace what sets you apart in both personal and professional pursuits to thrive in a fragmented world.