Navigating the Niche: Embracing the Power of Micro-Communities

Hexanine: Navigating Niches

The world is changing. We are rapidly evolving away from a marketplace ruled by mass culture, to one filled with a riotous patchwork of specific niches. Not long ago, one-size-fits-all communications, branding, and products stood at the top of the heap. Whether it was the Big Three TV networks, Top 40 Radio, or products designed for the Average Jane, traditional marketing and branding sought the widest spread and the largest customer base. But in 2014, these bastions of lowest common denominator thinking are slowly crumbling, thanks to the increasing fragmentation of media, culture, and interests. And these fragments — whether you call them tribes, micro-communities, or niches — have powerful potential for organizations, brands, and marketers.

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Is curation the new creation?

Is Curation the new Creation?

It used to be that in the old media landscape, the only way to ascend to the top of the pyramid was to be a creator. Inventor. Writer. Painter. Photographer. You had to create something to add value. But with the tools of creation and production becoming cheaper, simpler and more accessible, we’re flooded with the fruits of easy creation: Etsy stores, 3D printing, GarageBand songs, YouTube films, print-on-demand novels, and an ocean of blogs via online publishing software. Tens of thousands of people are now creators, and they’re churning out all kinds of stuff.

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