I just finished watching Seth Godin walk off stage.
He gave a great presentation.
Parts of it I’d seen before yet it’s always great to see him speak in person.
One of the lessons he shared that stood out in my mind isn’t a new one. In fact, he wrote about it in his 2011 book “We Are All Weird.”
It’s an important concept and one that continues to become more and more relevant with each year.
I believe it’s especially important that consultants take notice of it.
As the above chart shows (via 27gen.com), back in 1955 the vast majority of people would be considered ‘Normal’.
This includes your ideal clients and most buyers of consulting services. If you were marketing back then you would focus your efforts on this great ‘normal’ majority.
As time went on the bell curve start to flatten out and by 1975 the ‘normal’ majority was seeing a significant decrease. As Seth Godin put it, there were more “WEIRD” people.
This increase of smaller market segments made marketing to each segment a lot more attractive. The market was growing…and still is.
By 2011, the original ‘normal’ group has gone from majority to minority or close to it. Marketing is no longer about muscle and forcing messages on people. Continue Reading