We are All Weird

PUBLISHED : Sunday, 16 October, 2011, 12:00am
UPDATED : Sunday, 16 October, 2011, 12:00am

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We are All Weird
by Seth Godin
Brilliance Audio (audiobook)

Seth Godin knows how to sell. For this book he has published only 11,000 paper copies, which should create hype that translates into good, and infinite, e- and audiobook sales. But I wouldn't bother. Despite what he says, We are All Weird is not one of the most important books he's ever written. While he is to be commended for celebrating choice and non-conformity in the end you ask yourself, 'So?' Those hoping to make money from the weirdos he champions (he sees himself as one) will probably already know there is a market for niche products and always has been. When he proclaims 'mass is dead' you wonder how something can be considered weird when there isn't a 'normal' for comparison. Marketing that pushes consumers towards a universal normal is inefficient and wrong, Godin continues, narrating in a teacherly voice. 'The opportunity of our time is to support the weird, to sell to the weird ...' He adds you must be rich to be weird because the poor have little say in what they can have. Which means choice is what the moneyed choose. Mine would be to ignore this book.