A long tail means better business

by Loren Johnson on Monday, May 28, 2007

It seems to me that long tail marketing, generally speaking, is leading to better business. Diversity has been the cultural watch word for years now. We’ve collectively realized that a healthy culture is not made-up of just a few elite with the “right ideas”, but by the combination of a tapestry of self-aware folks with different good ideas. The more good ideas and people living them out, the richer and more complete we become as a society.

More recently in the realm of business there has been much talk of the numerous niche markets found in the statisical “long tail” of a normal market curve. This focus on the niche in the “long tail” in many ways mirrors the diversity discussion which proceeded it. The enlightened long tail business of tomorrow will see that competition is not only sharpening, but complementing their own business in beneficial ways. In these new small businesses less time and money is devoted to watching competition and marketing and more to efficiently doing or making one thing exceptionally well.

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