In a world where we often speak of the mainstream as the holy grail of success, marketing expert Marcus Collins challenges this notion. In his piece featured on MIT Sloan Management Review, “The Myth of the Mainstream,” he argues that the mainstream is no longer a relevant concept for marketers to base their strategies around. Instead, brands should focus on identifying and targeting niche audiences whose shared values and interests align with their product or service. By doing so, they can foster deeper connections with consumers and stand out in a crowded marketplace. Through his insights and analysis, Collins challenges us to think beyond the black and white of the mainstream and embrace the diversity and complexity of our modern world.

Ready to learn how your business can stand out in this increasingly competitive marketplace? Click here to read Marcus’ article.