Seth Godin's book, We Are All Weird, argues that the power of mass marketing is waning and that marketers must instead embrace the rise of "weird" — individuals and groups who choose to deviate from mainstream norms. Godin posits that the internet has empowered these "weird" individuals and groups, fostering smaller, more specialized tribes, and that marketers who cater to these tribes will find greater success. He explores how wealth, the internet, and the proliferation of media choices have all contributed to this shift, illustrating the decline of mass marketing with examples from various industries, including entertainment, education, and retail. Godin suggests that individuals and organizations that embrace "weirdness" and choose to connect with these tribes will not only find greater success but also contribute to a more diverse, dynamic, and ultimately happier society.