Napoletano uses fucking like commas, she’s strong, has an impactful personality and says she doesn’t mind losing business, if she loses it because of who she is. I’m 10 feet away from her as she speaks at SXSW and I can’t tell you how intense and emotionally powerful the beginning of her talk was.
She is presenting her book “The Power of Unpopular”, vested in black, tattooed without shame, in boots and red hair. Basically she proposes to leave the kindergarten behind, the cheesy and everything that leads to the search for the popular. The book seeks to challenge us to better define what unpopular means, with simple ideas.
- Brands need personality. The last thing we want is a brand that is the same as all the others. Who is interested in a brand that is popular with everyone? He argues that brands insist on being too popular, so we must be willing to annoy someone.
- The second thing is a sense of approachability. I guess he means being reachable, being close.
- Then it raises sharability. It’s simple and we see it in everything we do today, because we like more brands that we can easily share.
- Profitabiliy is the idea that no one can even argue with for an instant. If it puts money in your bank account, how do you do it without feeling like we’re selling our souls?
She proposes to rethink what “unpopular brand” means. Why do all brands want to be so potable? “Don’t apologize to people for being the way you are,” would be a waste of time. Napoletano is a businesswoman, and about her book she says it will have no mentions of Zappos, Steve Jobs or the popular, to propose to break down business, our services, talk to customers and listen to them to make it better and better.
I invite you to take a look at www.unpopularbook.com. Follow this rebel on Twitter @redheadwriting and discover with me this powerful and groundbreaking idea of the power of the unpopular.
In the end I bought her book, lined up for her signature and even had my picture taken. Cheers!
