One of Seth Godin’s post in August of 2011 ended with this question: What does the world look like when we get to the next zero?
The context was a look at how the ratio of consumers to creator has changed. In the past, says Godin, the ratio was a million to one. With each new advent in publishing, from magazines to digital, the ratio has dropped. If it’s 100:1 ratio now, when the next zero drops, we’re looking at a ratio of 10:1.
If you’re a creator of any kind – a wordsmith, a graphic artist, a coder, a crafter, a musician, an artist – this is significant.
The next zero means
- long tail rules the market
- you need a specific mission
- your content must be tailored to your unique, specific mission
- depth of content rules, especially in online kingdoms
- you should go for 100s of income streams (not 2)
- build 100s of small tribes (not 1 large one)
You can’t market to “the masses” anymore; you can relate and talk to your customers or clients or fans or whatever you want to call them.
I go with customers because that’s the goal, right? They might start out as fans or friends or likes or follows but the goal is to provide something they need, which they purchase, and with which they are satisfied so that they then become loyal returning customers.
It’s not about being a star, it’s about being a provider.
It’s not about being broad, it’s about going deep.
Drill down, to use an overused term.
It’s not about having a niche; it’s about specializing within that niche. Have several niches, but be the authority on some specialization within each one.
The niche is only the starting point.