The Mouse That Roared—Invasion of the Micro-Trend & Why Indies Hold Increasing Power

Her post explains why I’m glad to be on PDMI instead of the Big Five…

Kristen Lamb's Blog

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The Digital Age has arrived, and the ramifications of a connected world are still being revealed daily. But, there’s one trend I’d be hard-pressed to argue with. The 20th Century was all about homogeneity. Madison Avenue flourished by telling us which clothing brands made us cool, which car made us special, what foods were “healthy.” Tower Records controlled what music we heard and The Big Six selected which books we read.

Gatekeepers controlled information and retailers restricted commodities because homogeneity dictated many business decisions. Homogeneity was simpler and required less paperwork and thinking.

Generations bought Wonderbread because it was “fortified with vitamins” and “good for your kids.” In 1986? Hope you liked stirrup pants. There was a cultural need to “fit in” and be like everyone else, especially those who were the “cool kids.”

“Pillars of Same” Go Crashing Down

With the advent of the Internet and widespread use of social…

View original post 1,186 more words

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