winning in the niches
Yeah, we don’t believe in a 30-person crew. We don’t believe you should emulate the look of a major Hollywood film. I like the indie game philosophy, where two guys make a whole game with pixel art and pick an aesthetic and a style that matches the scope of their budget and team. We believe in small and slow. Four people over 12 weeks can make a... See more
Doug Dillaman • Of Mascots and Men: Mike Cheslik and Ryland Brickston Cole Tews on Hundreds of Beavers | Filmmaker Magazine
small is meaningful
The world is getting larger because I can now look everywhere when I want
to find something (or someone). That means that the amount of variety is
staggering, and it means I can define my world to be exactly what I have an
interest in—and find my preferences anywhere on the planet.
At the same time, the world is getting smaller because the categories
... See moreThe ‘90s version of not selling out meant refusing to play certain spaces or not letting your song be in a beer commercial. The ‘20s version of selling out means making things in limited quantities to play against mass culture. Though different, the responses come from a similar place. They’re both sensing a culture where, to quote Claire L. Evans... See more
Sell out without selling out
The mass market is dying. There is no longer one best song or one best kind of coffee. Now there are a million micromarkets, but each micromarket still has a best.
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Something else happens in a world of superabundance, and an attention economy. Because you can’t find what you want, you start to dig yourself into very specific niches, and join sub-groups. Everyone atomizes into millions of groups connected by very specific interests. In more benign ways, it can be great – you find your fellow travelers, and I... See more
Ten (Big) Trends
the other side of niches