Tuesday, November 11, 2008

Seth Godin and Cosmetics

My wife is legally blind and often comes to me with a handful of frosted glass cosmetics jars of every shape, size, and color as she's getting ready in the morning asking what each of them are. I'm continually amazed at how specific (and frankly creative) many of these products can be.

At the same time, I'm reading Tribes--Seth Godin's new book. Seth is one of my favorite authors and a common theme of his (and Tom Peters for that matter) has been to find and dominate micro niches (or some small territory along the long tail) rather than taking on Ma Bell. Basecamp or Highrise from 37Signals (one of my favorite companies) is a much better bet today than trying to take on Word or Excel.

So that got me thinking: if Revlon can sell a cream for women of a certain age to place just around their eyes--only at night--how many possible creams/lotions/potions are there? And if they can do that with their market, why can't I do something similar with mine? How many ways can you slice and dice your target market? And after you've done that, you're sure to find at least one of those micro market niches is underserved at the moment. And Seth would say there's a "tribe" waiting for you to be their leader.

1 comment:

John Dehlin said...

Go Tribes!!! Hey Randy.