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We Are All Weird [Englisch] [Gebundene Ausgabe]

Seth Godin

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Book Description: We Are All Weird is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. The book calls for end of mass and for the beginning of offering people more choices, more interests and giving them more authority to operate in ways that reflect their own unique values.

For generations, marketers, industrialists and politicians have tried to force us into little boxes, complying with their idea of what we should buy, use or want. And in an industrial, mass-market driven world, this was efficient and it worked. But what we learned in this new era is that mass limits our choice because it succeeds on conformity.

As Godin has identified, a new era of weirdness is upon us. People with more choices, more interests and the power to do something about it are stepping forward and insisting that the world work in a different way. By enabling choice we allow people to survive and thrive.

Jacqueline Novogratz Reviews We Are All Weird

Jacqueline Novogratz is founder and CEO of Acumen Fund, a non-profit global venture capital fund that uses entrepreneurial approaches to solve the problems of global poverty. Acumen Fund has invested over $50 million of patient capital in 50 businesses that have impacted more than 40 million people in the past year alone. Any money returned to Acumen Fund is reinvested in enterprises serving the poor. Currently, Acumen has offices in New York, Mumbai, Karachi, and Nairobi. Read her guest review of Seth Godin's We Are All Weird:

Seth Godin's latest book We Are All Weird is a song of freedom, an exuberant manifesto with the richness of choice that comes with wealth, the markets, the internet, our increasing connection with one another across the globe. He argues that the era of mass marketing is over (thankfully) and that as humans we seek not just to consume but to "connect," and therefore we find those who love what we love and, when it works best, create or join "tribes." We are allowed, indeed, encouraged to be individuals, to specialize rather than fit in or be "normal" and this is where richness begins. As Seth says, "Stuff is not the point." Connection, choice, pursuing what we love is.

Seth has advised the organization I founded, Acumen Fund, for many years. He constantly reminds us to be unafraid to focus on a small group of believers who make the choice to opt-in; and I can see that lesson elucidated brilliantly in We Are All Weird. We have the extraordinary luxury of choice and, for the most part, of doing what we want to do. How we use that choice to make the lives of others around us the richer for being connected to us is critical to Seth's evolving understanding of marketing and creating systems that release rather than stifle our energies—regardless of who we are, where we live, or what language we may speak. Read this book slowly and read it again for the lessons are rich and wise. I couldn't feel prouder to be a part of Seth's tribe.

--Jacqueline Novogratz

Über den Autor und weitere Mitwirkende

Seth Godin is a bestselling author whose books have changed the way people think about marketing and work. His most recent book, Poke the Box, was released in March, 2011 and remains an Amazon bestseller. Other titles include Tribes, Linchpin, Purple Cow and Unleashing the Ideavirus. In addition to his writing and speaking, Seth is the creator of The Domino Project, a publishing venture Powered by Amazon. He is also the founder and CEO of Squidoo.com, a fast growing recommendation website. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Seth was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.

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Amazon.com: 4.0 von 5 Sternen  115 Rezensionen
107 von 120 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen Not Godin's Best Work 25. September 2011
Von Joseph Dale - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Von Amazon bestätigter Kauf
I've been a follower of Seth Godin for a while now--I read his blog daily, and have read a majority of his books. I think that was actually a bad thing relating to my enjoyment of "We're all Weird". Too many of the ideas were pointlessly longer recapitulations of Godin's previous messages, from both his blog and his books, and the general message about the fall of mass and the rise of individuality (weirdness) seemed trite. Less ardent fans of Godin might find the book refreshingly insightful, but those familiar with his writing likely won't find anything new.
35 von 40 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen Too broad and trite 8. Oktober 2011
Von Kam - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Von Amazon bestätigter Kauf
I like most of Seth Godin's ideas, including this one, but to what end is the purpose of this 100 page book that, I believe, would have been suited for a short article or blog post.?

We are all weird, is self-evident in a day when we can choose between a couple of hundred pasta sauces in the supermarket. If you want to buy and learn how to play the ukulele, you will be sure to find like minded people online. The market is no longer of limited choice dictated by others.

Today, you can do, buy, sell, and associate with anyone you want, as long as it is legal, and it's as easy as ever to find it. That pretty much sums it up.

Seth Godin is still an amazing person to listen to and take advice from. I think Seth Godin's book, " Poke the Box" deserves 5 stars.
80 von 100 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Now is the time to embrace your weird 21. September 2011
Von David M. Scott - Veröffentlicht auf Amazon.com
Format:Gebundene Ausgabe
Seth Godin's latest is a little book with big ideas about how to live your life. For marketers and business owners, it is also a wakeup call for how to reach buyers of your products and services.

Seth argues that the one-size-fits-all mass market is dead. But you know that already because you probably don't listen to top 40 radio or watch the evening news. This idea of the end of "normal" is essential to work because if you're selling ads at a top 40 station, work probably isn't much fun these days. Embrace the weird and it can be!

I love this quote from the book: "The epic battle of our generation is between the status quo of mass and the never-ceasing tide of weird."

Weirdness takes many forms. When everyone else is carrying nylon computer bags and sporty backpacks, weird people insist on an "old-fashioned" leather briefcase (guilty). Many people think it is weird to go to over 50 Grateful Dead concerts and own recordings of hundreds of their concerts (also guilty).

Is it weird to spend six hours on a beautiful Saturday afternoon in a dingy rec room playing Dungeons and Dragons? To collect chewing gum wrappers and own over 2,000, with examples from over 50 countries? To read instead of watching television? To ride a bike instead of driving?

The weird is us. And the weird is you. (What would they think if they knew?!).

In other words, weirdness is a huge market. I'd argue that unless you sell a commodity product - like paperclips - that you need to embrace the weird buyer in your marketing efforts. Heck, there are animal shaped paperclips and colored paperclips and huge paperclips so even commodities can be marketed to the weird.

Mass = Normal. Weird = Rich.

You can read "We Are All Weird" in an hour. Or savor the book in small bites over a day (as I did). It is an important book with a very simple idea. Yet so far, only true weirdos really understand the implication of these ideas for life and work.

Now is the time to embrace your weird.
10 von 10 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen One of Godin's poorer works 4. Dezember 2011
Von James - Veröffentlicht auf Amazon.com
Format:Kindle Edition
This was thankfully a short read because there just wasn't much for Seth to talk about. I'm a huge fan of some of his previous works, and I consider 'The Dip' to be one of my favorite business reads, but compare both short books and you'll see what a giant gap it is. If you're interested in this topic, I'd recommend you read the Long Tail by Chris Anderson instead which has a much more insightful and indepth coverage of this subject matter.
6 von 6 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Weird > Normal 9. Dezember 2011
Von Mark Trueblood - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Von Amazon bestätigter Kauf
Seth Godin became famous as a marketing guru, but I think his real value lies elsewhere. Lots of people say the same stuff he does about marketing. His real talent, IMO, is his ability to distill trends and marketing know-how into inspiring manifestos.

About three years ago, Godin's Linchpin completely changed how I thought about my career and the business I'm in. We Are All Weird takes the core ideas from Linchpin and applies them in a marketing context. However, this is more than a marketing book. It is very purposefully meant to change how the reader looks at the world.

The Good:


Seth Godin's premise is simple. When people have an opportunity to make choices, they tend to want to express themselves. At no other point in history have we had so much opportunity to do both. We have nearly unlimited choices on who we want to be and what we buy. No matter how we may want to express ourselves, there are others like us to whom we can instantly connect. As a result, we are increasingly unsatisfied with one-size-fits-all goods, services, and lifestyles. Companies and organizations that thrive on normal are finding it very difficult to eek out the steady results they used to.

Godin discusses how "normal" mass markets were a creation of mass production and mass communication. Brands profited from defining the normal and making sure everyone wanted that. Governments and religions enforced normal to ensure a well-educated and independent populace was controllable. It came down to efficiency and productivity.

But then, something started to happen. We got so good at normal it allowed us to be weird. Increases in efficiency and productivity lifted everyone's standard of living. We had more time and more money for discretionary purchases. Advances in the technologies of production made it cheaper for companies to offer more choices. Computer technology and the Internet let us reach out to a larger world. We could express our individuality, find other people who were into that, and gather ideas and products from anywhere.

Seth Godin presents several arguments which come together to make a convincing case that weird will prevail. In our desire to express ourselves, we will continue to pursue the weird. Some people will only get a little bit weird. Others will really color outside the lines, and push the envelope within their affinity group.

-The forces of normal fear the weird.

Seth Godin is a pretty provocative guy. He is not afraid to point out the forces allied against our freedom to express ourselves. The forces of normal fear the weird because it disrupts mass control. Weird throws a monkey wrench into their ultra-efficient factories and control mechanisms.

In most cases, market forces have allowed the weird to get more of what they want. In nearly every product and service, there are far more choices available now than in the past. We vote with our wallets, and if companies want our money they have to somehow fulfill our desire for change.

In a few cases, especially those connected with government, we have little power of choice. Americans have become much more diverse and individuated in our political beliefs over the years. In fact, most elections are decided by independent voters. Yet, we are stuck with two political parties, both of which are dominated by centrist power brokers.

So whenever we vote, we're stuck voting between the two candidates deemed acceptable by the privileged folks in the parties. And that candidate, if elected, has huge incentive to avoid rocking the boat. We vote for change, and get very little of it, because the status quo is too beneficial to the privileged.

If you'll allow me to step on the soapbox for a bit, this is why embracing free-market capitalism promotes our right to choose better than pushing centralized bureaucratic control. In a free market, companies and organizations have to serve us if they want to make money. When government bureaucracies rule, they can do whatever they want because they have the authority to take our money with guns.

-Smart companies will embrace the weird.

Seth Godin makes a persuasive case for why brands need to let go of the nostalgia for mass markets. All of the economic forces that made mass markets the most efficient way to make a buck are now helping the weird get weirder. So brands can pursue a shrinking "normal" or get their fingers in a lot of "weird" pies.

Embracing weirdness and niche markets will also help companies resist cost pressures. If a brand delights a dedicated audience, they will be willing to pay for the product or the experience. If a brand is an average commodity, people will just look for the cheapest price from all competitors.

The Not-So-Good:

-The Politically Correct Revolutionary

Seth Godin does an excellent job of pointing out the problems with the status quo, but he seems to have a real aversion to naming names. This is true for a lot of his critiques that involve government and politics. For example, he is highly critical of education in the U.S. He makes all the points of how our educational systems are holding kids back. However, he completely fails to point out the culprits - teacher's unions and sympathetic politicians. There is now a Bipartisan consensus that education needs to be modernized. The ONLY thing standing in the way is the power of the teachers unions. This is demonstrated throughout the country. I think it's really unfortunate that Godin won't say this, as his influence could really help people who want to reform our schools.

-Does not sufficiently warn against "fake weird"

Seth Godin does have a small section of the book where he talks about the pitfalls of faking weird. This is the phenomenon of brands giving some halfhearted lip service to niche marketing without actually changing anything. I would have liked to see more emphasis on this issue in the book. Because I can see a lot of brand managers reading Seth Godin, adding a couple of "edgy" signifiers to their existing offerings, and then patting themselves on the back. That's not enough to genuinely serve the weird. They'll see right through that stuff. I truly believe that even the weirdest subcultures are open to marketing, but brands need to be humble enough to learn from their customers.


This book is available on Kindle for $3. It took me about two hours to read. I'll be using many of the principles from this book for years. What's not to like?
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