I can remember the first time I was in the doctor's office for some routine thing and I asked this question:
"Is that normal?"
I can't even recall what the "that" was. What I can recall was my need to be reassured that I wasn't outside the norm.
But what happens when there isn't a norm any more? What happens when the modern world explodes into a thousand niches?
What happens when you can't place that thing you are doing right in the middle of a large and hungry mainstream?
One consequence is that it changes what it means to be a "good marketer". For a long time marketing was about tactics. That's how organizations would compete with each other.
My ad versus your ad.
My tweet versus your tweet.
My print piece versus your print piece.
But now the world is packed with people who can execute a set of tactics. Now we need people who can both execute tactics AND tell a story.
The "middle market" or the "mass market" has been replaced with organizations who can effectively tell and deliver a story and those who can't.
Good marketing is about telling a story to an audience that gives a damn, thus it is anything but normal.
Before you hit send on that social media message, or print that brochure, consider the story you are trying to tell. Consider whether the story you are telling is true and relevant. And consider whether the tool you are using is the best way to tell that particular piece of the story.
In a world without "normal" and in world with so many choices, stories are what we use to make sense of the world.
Best storyteller wins.
Make sure it is you.