Me, fragmented? It is not one group of people (a niche) responsible for all the fragmentation.

The wannabe chef I am one of these deep diggers. In one specific sector. Food. I like my food natural and like to spend a long time making it (slow food). My interest was given a boost when the internet became seriously social. People like me (foodies/ wannabe chefs) started to publish stories via blogs. This helped me dive deeper into my passion. Tips on various small scale producers wer...

Don´t pay too much attention to trends Here´s an example of why you should be careful about trendspotting: Some years ago it was stated by pundits in the digital hemisphere (the digerati) that we would be able to save all music ever made on a single iPod by 2014 (or thereabout). The trend was unlimited storage on portable drives and this meant among other things, that we all would watch every movie ever made on the go. But then came cloudcomputing and streaming and 4G (on it´s way i...

To understand some people Some of the people some of the time constitutes a very big market. When market analytics only look for the least common denominators they are in danger of missing vital information on future sea changes. Herds change directions based on what a few of the group members do. As long as the small group within the herd walks in the same direction.

According to various scientific research cases regarding herds, it only takes 5% of a group to alter the behavior o...