Q&A What’s the problem with weird?

in a world of mass production and mass advertising and mass conformance, the only smart strategy was to make average stuff for average people. But in a world of the long tail, of micro-tribes, of passions amplified, there are now more weird people than ever before.

our instinct is to serve the disinterested masses by making something that's pretty average. The problem is that the disinterested masses are ever better at ignoring your ads, and they won't seek you out because, of course, normal people have no trouble satisfying their average needs.