#22 Welcome to the Niche Internet

W/C 29 August 2022

Hello and welcome to #22. Thank the heavens, or whatever, for a Bank Holiday. I reaaaaally needed that. For my non-UK readers, that’s a public holiday. By the way emojis are passive aggressive and not cool, I don’t make the rules, I just share them.

Now, on to the #content.

1. Welcome to niche.

3 links that all talk about the same thing. Nichification of the internet, which is something I think will probably make most brands jobs *even* harder. Unless, of course, you’re niche. I’ve been wondering about this for awhile but it feels like we’re there. I suppose we’ll all bundle back into walled gardens again one day.

1. A piece on Micro consumers.

2. How niche defines a generation.

3. How niche influencers and celebrities are taking over the internet.

2. The rise of audio memes, on tik tok - obvs

You should read all the links (I CAN SEE WHAT YOU DO) but this one is especially interesting as it talks about how we respond to sound. Audio memes are basically tik tok? Bit of a stretch but it has something the others don’t. Also, the site design is basically a Tumblr which I like.

3. Quick fix resilience doesn’t work

Bruce has a book out on this topic and I have it but not started it yet. This piece and I assume the book will be. fascinating read. Note the bit about groups not just individuals. We (I do as much as anyone) talk about resilience all the time, but how do you build it, really?

A Tweet

More than slightly simplistic but I’m a sucker for a turnaround. Though this seems to be, cut products (very apple), partner, go digital and get lucky. But still, it worked/s.

Rex Woodbury @rex_woodbury

One of the most underrated turnaround stories: Crocs In 2021—19 years into the company's life—revenue grew 67% (!) to $2.3 billion. Profit margins improved from 22% to 31%. From what I've read about it, the Crocs turnaround seems to come down to 3 changes the company made:

Odds and ends, basic links. Little commentary, just pure linkage, in wine terms, low intervention links.

• Snoop Dog has a YouTube channel for kids, called DoggyLand it’s great.

• BeReal should BeWorried.

• Bill Gates’ books for summer.

• How to run a successful meeting - practical advice. Also been having thoughts on brainstorms, but that’s for another time. (They mostly suck, they can be better).

• I collect New Balances, prob since 2012 I wish I’d kept doing it during the fallow years. Here is how they reinvented themselves.

• Fans are the new Creators.

• We need to talk about how good A.I is getting.

• Snap has 1m subs of it’s paid tier ($3.99 a month).

Adieu.

Let me know what you like, I’ll do more of that. Unless I don’t like doing it.

Bonus.

Loving She-Hulk, loving Dragons and loving The Capture.

All the spelling and grammatical mistakes in this Substack are on purpose to test you, actually. Well done. You got them all. No, I don’t need to know about then, you have that kudos.