• The long tail of the internet has provided a way for sovereign creators
  
  and businesses to ‘
  
  niche at scale
  
  ‘ in ways not possible at any other time in history, fostering unparalleled creativity and innovation;


• The quality of an audience matters;


• Being tiny is mighty;


• Delighting the weird is a superpower;


• When you build a business, you’re building a new

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If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one

A large portion of these companies chose niche products (luggage, mattresses, etc..), but tied themselves to a wider theme (travel, sleep, etc…). Organic social and content marketing were the most common “core” channels. Cost-effective, attention grabbing, visual, direct social proof – I’m not surprised that these channels were leaned on.