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Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history—from corporate behemoths to your neighborhood coffee shop—is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be.
Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply—and bluntly—explains concepts that you can immediately graft onto your existing business strategies:
Discover your brand personality and explore what you gain from taking a stand
Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear
Become an approachable brand that invites conversation and a high level of customer input
Build your community and get your brand shared
Scale your brand in a way that ensures that it will survive its own growth
Understand profitability—in both financial and emotional terms
Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer—and lets you tell all the naysayers to shove it.
Change the way you do business and live your life—become unpopular.
"Being popular may get you elected to public office, but if you want to be successful in business, you need to understand the power of being unpopular. Erika Napoletano clearly and cleverly lays out the path to unpopularity, a critical new paradigm for business success."
—Carol Roth, Business strategist and New York Times bestselling author of The Entrepreneur Equation
"The dreaded 'unpopular.' Why the hell do we accord it all manner of awfulness? Whoever convinced us that popular = good / unpopular = bad, majority rules, end-of-story anyhow? In business, or in your personal life, it's finding YOUR right people that matters. That's inbound marketing at its best. Figure out whom you serve and what you do for them, and paltry issues like competition basically disappear! When you're unpopular with all of the right people—the ones who don't want, need, or understand what you have to offer—the ones who fall in love with you will eventually show up at your door. In her hilarious, witty, read-out-loud-to-your-friends prose, Erika is that idyllic best friend you can rely on to slap you back into a reality that 'they' never told you about."
—Laura Fitton (@pistachio), Inbound Marketing Evangelist at HubSpot and coauthor of Twitter for Dummies
"A brilliant concept, powerfully delivered. I've already ordered six copies for my closest friends."
—Seth Godin, author of We Are All Weird
I've been a big fan of Erika for a long time and was ecstatic to finally be able to read her book.
Erika Napoletano captures the essence of creating, marketing and selling a relevant "brand" to a target audience in her book, "The Power of Un-Popular".
This is a wonderful book if you *really* want to learn about branding or just get a reminder of the basics.
In your face, straight talk. If you want some flowery Polly Anna rose colored glasses business advice go somewhere else.Published 3 months ago by Kay P Walten
This is an awesome awesome awesome read for entrepreneurs, marketers and brand builders. Truly practical information and knowledge that you can implement immediately. Read morePublished 10 months ago by Charlene L. Sanders
I've been a fan of Erika's style for quite some time and found this book to be yet another swift kick in the a$$ to do the work and build a brand that resonates with the right... Read morePublished 13 months ago by valerie reddemann
Inside the "Power of Un-Popular" you'll find that the idea of un-popular isn't just kitsch and clever marketing, it's an in-your-face guide to what makes your business special and... Read morePublished 17 months ago by Scott Ellis
For me this book was a game changer. When you are out on your own as a consultant, you don't have the luxury of co-worker or team validation for your thoughts and insights. Read morePublished 18 months ago by Shari L. Short
I have been following Erika's blog for. Some time now and finally got around to reading her book. I am sorry I waited so long, the book really wakes you up to how to build a... Read morePublished 18 months ago by Robert Williger
Let's get real for a moment. You're not scrolling through Amazon looking for another book focused on case-studying the typical big brands. Read morePublished 18 months ago by Aliza Stein
First of all, I'm a fan of Erika. Her tats, cussing, unapologetic tone and raw honesty make me throw a fist bump to the air every time she drops a truth bomb. Read morePublished 18 months ago by Krysta Rinke