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The Power of Unpopular

4.05 of 5 stars 4.05  ·  rating details  ·  93 ratings  ·  15 reviews
Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you'll discover the d ...more
Kindle Edition, 221 pages
Published February 21st 2012 by Wiley (first published February 15th 2012)
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Ken Deshaies
Erika Napolitano is a brash, forthright arbiter of decency in the business world. I was first captivated by her blog, and decided to take on her book. It reads clearly and linearly, with advice that I felt was poignant and relevant. Basically, she points out that it is important to understand that you should never try to be all things to all people. No matter what you do, how good your product or service is, you will be demonized by those who either just don't get it or who are threatened by you ...more
I was so excited to read this book because it was written by Erika freaking Napoletano a/k/a Redhead Writing. Erika is hands down my favorite blogger because of her exquisitely and uniquely colorful language along with her ability to understand exactly what's in my head. Unfortunately, this book was a bit of a disappointment for me because it just didn't sound like Erika. I wasn't looking for gratuitous use of the f-bomb, mind you, but something that really sounded like her. Here's one example f ...more
Chris Craddock
The Power of Unpopular, the book, begins with this dedication:

For every entrepreneur who's ever wanted to let a freak flag fly.

And for my parents--who not only always let me fly mine
but who also took me shopping for fabric so I could make my own.

It is kind of funny to hear Jimi Hendrix's "If Six Were Nine" in this context; after all, this is where Jimi taunts and admonishes business men who point their plastic fingers at him. But that is how Napoletano rolls. Though this tattooed fiery redhead
In the age of modern technology we now have awareness of our many choices, if not all of them, for any given desire. With so much to choose from, how do you know what's right for you? Niche marketing. Being unpopular means finding you distinct niche and selling the hell out of it to the people who care. The rest won't know you from all the fish swimming in your pond, and that's ok. You can't please everyone all of the time and you needn't try. I enjoyed the book, its colorful language and in you ...more
Taylor Ellwood
This is one of those books I'm always going to recommend to my clients. The author concisely expresses the problems that many businesses have and offers solutions which aren't necessarily a quick fix (there never is one), but are ones that if followed will have an impact on your business. I know that by just following the advice in the personality chapter I'm already getting more interaction and more distinctiveness for my brand. She also provides some useful resources on the website for the boo ...more
Sherrie Rohde
Whether you're an entrepreneur or community builder, this book is straight up brilliant. Erika is crazy transparent and real and speaks in a language I completely understand and relate to. Identifying your audience, having a personality and building approachability are such key elements of a brand. As someone who has had to always narrow down an invite list, it's hard for me to remember things like "No company should bend to appease every customer that walks through the door. It’s a matter of re ...more
Damien Franco
What can I say about Erika that hasn't been said before? Her honesty and hold-nothing-back persona has earned her a legion of fans and it's all well deserved.

Her writing style is friendly and informative.

Honest. This book is honest. And it's probably not for everyone but that's kinda the point.

We live in a crowded world. You're trying to get your business noticed. Stand out. Be different. Embrace the fact that not everyone is your target audience.

Recommended reading for all marketing professio
Rick Bavera
This was a first reads book that I started a while ago, and got "misplaced" when I moved to a new home.

Good advice for business owners, on building a company and its matter what the "business" is, and being true to yourself and your principles, while doing the best possible for your clients.

Now to go out and implement it.
Cassandra Greenwald
I really liked the premise, and I think the book started out strong, but I got bored toward the middle and didn't finish. I'm probably missing some valuable pieces to the puzzle, but I am hoping I got the gist. I like her writing, though, and will continue to follow her on various social media channels.
Helen Lawrence
A useful little book if you're starting your own business. Tips on branding, audiences and hiring policy. Outspoken and witty, it's a quick but engaging read. Covers the basics but doesn't go much further. A 101 for a quirky start up for sure. Coffee shop owners would love it.
Erica McGillivray
I really love Erika Napolitano's blog and her idea behind the book. While I strongly believe in her message and find her to be a compelling writer, this book was too basic. I wanted more of a 202 than 101 experience.
Andrew Rangel
Jun 13, 2012 Andrew Rangel is currently reading it  ·  review of another edition
So far its an inspiring tale of doing what you want for the people who you want to reach. I would recommend that anyone that is a business owner, small or large, look into this book.
If you own a small business this is a book you must read. It is likely that you have preconceived notions on marketing and they are wrong.
Ace Le
The way Erika approached the problem is interesting, but really the whole book is all about things that most marketing books already mention.
This is actually a very good book on building brands, finding your audience, charging what you're worth, and making money. Nice.
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Erika Napoletano was never the prom queen, but that's never stopped her from doing whatever the hell she set her mind to. She's the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver P ...more
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