We Are All Weird: The Myth of Mass and The End of Compliance

We Are All Weird is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. The book calls for end of mass and for the beginning of offering people more choices, more interests and giving them more authority to operate in ways that reflect their own unique values.

For generations, marketers, industrialists and politicians have tried to force us into little boxes, complying with their idea of what we should buy, use or want. And in an industrial, mass-market driven world, this was efficient and it worked. But what we learned in this new era is that mass limits our choice because it succeeds on conformity.

As Godin has identified, a new era of weirdness is upon us. People with more choices, more interests and the power to do something about it are stepping forward and insisting that the world work in a different way. By enabling choice we allow people to survive and thrive.

Seth Godin is a bestselling author whose books have changed the way people think about marketing and work. His most recent book, Poke the Box, was released in March, 2011 and remains an Amazon bestseller. Other titles include Tribes, Linchpin, Purple Cow and Unleashing the Ideavirus. In addition to his writing and speaking, Seth is the creator of The Domino Project, a publishing venture Powered by Amazon. He is also the founder and CEO of Squidoo.com, a fast growing recommendation website. His blog (find it by typing "seth" into Google) is the most popular marketing blog in the world. Before his work as a writer and blogger, Seth was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne.