Variety and the long tail

There’s no such thing as a mainstream—rather, we have 4.5 billion individual universes of culture, colliding and intersecting and building on one another to redefine how we collectively think and live.

• 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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I think today the variance of weirdness is increasing. Conformists can conform like never before, due say to social media and the Girardian desire to mimic others. But unusual people can connect with other unusual people, and make each other much weirder and more "niche." For instance, every possible variant of political views seems to be "out ther... See more