Every once in a while, you’ll open a new book and find yourself nodding your head in agreement with the author. That’s what happened to me during the past few days, as I read Seth Godin’s new book, We Are All Weird.

Although written from a marketing perspective, We Are All Weird can be viewed as a larger commentary on modern society in the Internet Age.  Its premise has far-reaching implications for business, politics, religion, and practically any other vocation or avocation that traditionally has relied on mass appeal.

Godin’s message is that the days of marketing toward a massive audience of “normal” people are gone.  Today, each of us is far more focused in our own individuality and has direct access to sources that reflect our own belief systems and interests.  As a result, the future belongs to those brands that are truly committed to being different and avoid being all things to all people.

This is hardly a new topic for Godin who has written 13 books on marketing-related topics, but it is positioned more like a manifesto than many of his previous writings.  At only 97 pages, We Are All Weird is a quick read that successfully exhilarates the reader and is a marvelous analysis of  the growing diversity and freedom of choice in today’s world.

– David Stiefel