Monoculture has splintered into polyculture

As media fragmented, culture split into hundreds or thousands of niche communities. Brands now compete for attention across these dispersed audiences rather than one shared culture.

Brands should pick their values and stick to them

Rather than commenting on everything, brands should identify their core values and build conversations around those specific tenets. This focused approach builds credibility.

The product is the community itself

Brands should identify niche communities that, with investment of attention and time, can evangelize on their behalf. The community becomes the product through individual networks that grow organically.

“The product is the customer. And not only is the product the individual customer, the product is the community of customers.”

Give before you ask for anything

Many brands parachute into niche communities only to announce a product release, treating the community as inventory. Authentic engagement requires genuine contribution first.

“You have to give before you receive.”

Superfans want four specific things

Access to the brand, exclusive content, status designation, and experiences money cannot buy. These pillars drive loyalty in niche communities more than traditional marketing.

Microinfluencers beat mega creators now

Large influencers like MrBeast are too dilutive. Brands should partner with credentialed microinfluencers who have deep expertise in specific niches. The expert economy rewards specialization over reach.

“You have to be a credentialed leader within the niche, and those are the people that are going to be followed.”