Why did I choose to read the book?
After having read All Marketeers are Liars, which I liked quite a bit, another of Godin’s books was in order.
What is it about?
Godin proclaims the end of mass marketing. Mass marketing is no more, the times when buying TV ads and billboards was enough, is over. The internet has splintered consumer groups into tribes, each with their own interests and abundance of living necessities has made the developed world rich, which means, people have all they need and now buy stuff they want, which is often quite weird. This has led to individualistic interests and thereby products, not covered my mass production and catered to fans / fanatics / individualists / the weird may it be old-school iPad compatible typewriters or audio cable covered in gold. Godin explains his concept of weird marketing and how to turn these tribes into customers.
How did I like the book?
Quite fun. Godin is again proving to be a master storyteller, which made the book an easy and quick read. While the books content in my opinion, holds true and was presented clever enough, I also felt it to be a bit esoteric. I wholeheartedly agree on his assessment, that the internet has splintered interest groups into tribes (some small, some big) I am not sure whether businesses focusing on these (often volatile) tribes can be profitable for long, then again, I have seen some strive in their respective niches. Quite interesting food for thought for sure.