At the heart of the book, Seth makes the observation that we no longer live in a world of mass where we are defined by conformity and homogeneity. Instead, we now live in a world where we as human beings can connect, gather and communicate in tribes (hat tip again to Seth) built around niche passions, interests, products and beliefs.
The bell curve of fitting within ‘normal’ has been shattered, and indeed after reading We Are All Weird it seems ridiculous to even try and define ‘normal’. We are all an audience of one – individuals.
It’s a powerful observation, and one that resonated with me on both professional and personal levels.
For marketers and communicators, it underlines that in a world of choices, we are privileged when our brand or product comes to play a part in the lives of our community.
Every time someone likes our page, shares our post, leaves a comment, follows our handle, or buys our product, our brand becomes a part of their ‘weird’ and their persona of passions and interests.
In turn, our efforts to communicate must be led by this notion. That is, rather than mass messages, we need to go behind the brand and share content that showcases all the weird and wonderful that makes us who and what we are. This is the weird that our community wants, and that drives them to gather in niche tribes around conversations.
On a personal level, it’s a call to embrace all that is weird in your life. Whatever your passion or interests may be, you are most certainly not alone. There are tribes of like-minded people out there refusing to accept an antiquated norm.
As with previous works by Seth, he wastes no time in getting straight to the point, and interweaves a rich array of case studies and examples across the book’s 97 pages that showcase the best and worst of embracing and not embracing the weird.
At the end of it all, I was left with a mix of feelings that included relief, inspiration and opportunity.
Relief because it’s okay to be weird and niche. Inspired because there are others out there who share my passions. Opportunity because in a world of weird the communications profession can now connect and evolve with people like never before and evolve the profession for the better.
Has there ever been a more exciting time to work in this industry?
Quoting from Seth himself: “The opportunity of our time is to support the weird, to sell the weird and, if you wish, to become weird”.
“This manifesto is a call to action for anyone who ever cared a lot about something.”
That’s what I love most about this book. You don’t need to be a marketer or communicator to identify with what Seth is saying. Sure, if you’re a marketer or communicator the idea opens up the concept of myriad niche communities that want to connect and identify about the things they care about.
But if marketing and communications isn’t your thing, the message of embracing your passions with pride and confidence strikes true.
The notion of being an individual resonates with all of us- be it personally, professionally, or perhaps both.
Oh, and if you want to hear a bit more about the book from Seth himself – here’s a great interview he did with Sherold Barr.
Are you weird?