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Nichification – By Bob Lefsetz


First, everybody was gonna have a website, then they were gonna have a blog, then a page on Facebook and now pictures on Instagram. What do all these endeavors have in common? They’re passing fads. Because it was too much work and too few people were paying attention.

America is evolving into niches. I’m not talking entertainment, I’m talking people themselves. Zuckerberg has it right that we want private groups, because these are the only people who care about us.