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Years ago, you could have a #1 hit and nearly everyone in the world would know it. Having a #1 hit on the famous Billboard Hot 100 chart was the pinnacle of popular music.

These days, the world is much more fragmented. The #1 song on Billboard’s rock chart is “Ho Hey” by The Lumineers. The #1 song on Billboard’s digital download chart is Taylor Swift’s “We Are Never Ever Getting Back Together”. Meanwhile, “Adorn” by Miguel tops the Billboard hip-hop chart. And the most watched music video on YouTube is Psy’s “Gangnam Style”.

The internet has fragmented business in the same way.

The internet allows you to create your own chart, and have your own #1 hit.

Through social media, you can discover groups of people who are passionate fans of your unique brand, and serve them very successfully and very profitably, without ever having your product stocked in Walmart.

Smart brands exploit this new world order.

Find people who love what you do, and market to them. Serve them. They are your tribe, and nobody else needs to matter to you. If you grow the tribe organically, you can continue to do what you do so well and never have to compromise what you do in order to reach the unreachable masses.

Forget about topping your field’s Hot 100 chart. Trying to win there is too expensive. It is too competitive. Instead, create your own chart and own it!

Every day that goes by, the mainstream matters less and less.

For more on the concept of being unpopular to the masses, read Erika Napoletano’s book The Power of Unpopular.

Make your marketing rock. Click here to download the presentation “15 Ways To Make Your Marketing Rock In 15 Minutes”.

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