Summary:
The book challenges the traditional notion of "mass" by arguing that the era of mass markets is ending, giving rise to an economy based on choice and distinctiveness. It explores how individuals find identity and community through unique interests and the implications this has for businesses and marketers in a world where the "normal" is less relevant.
Key points:
1. The end of mass markets: Godin says mass markets are being replaced by smaller, passionate groups (tribes) connected by shared interests, driven by the internet.
