Wednesday, June 27, 2012

Why the fringe is so important to innovation

Late June 2012 Book Review

We Are All Weird
At less than 100 pages, this book makes for a great short read.  It covers similar topics from books Godin has written in the past (Linchpin, Poke the Box, Tribes, etc.), but his message continues to evolve and resonate.  He attributes our society’s growth in weirdness to our ability to choose.  Godin also gives us pause by redefining “rich” as having the ability to choose.  If you work in marketing or media, you’ll want to read Godin’s assessment of what the future holds in store.  The idea of things being “normal” is rapidly disappearing. (And yes, that is the cover to this book.)

Here are a few of the better quotes I came across:
“The average doesn’t always matter as much as the variation from the average.”
“The chance to become the next Wonder Bread/Budweiser/Chevy is seductive, but no longer practical.  The field is too crowded, and there’s not enough upside after you build a middle-of-the-road normal brand.”
“The weird set an example for the rest of us.  They raise the bar; they show us through their actions that in fact we’re wired to do the new, not to comply, with someone a thousand miles away.”
“When we consider whom we pay the most, whom we seek to hire, whom we applaud, follow, and emulate, these grown-ups are the outliers, the weird ones.”
“There is no us.  No mass.  No Center.  Our culture is now a collection of tribes, and each tribe is a community of interests, many of whom get along, some that don’t.”
“we’re at our best when we’re weird, and when we’re enabling others to become weird as well.”

The Fightin' Analyst Book Rating:

out of five stars