Sizing Up the Geek Crowd

Rocketboom interview with Steve Rubel

Like Delagrave and Bergeron, Rubel got it. And it goes much beyond marketing, brands, or even economy. Geeks are at the forefront of something. They have an impact. Not a direct impact on sales of a specific product. But geeks are trailblazers and, sometimes, trendsetters in the social changes which are already happening. They’re not causing the change. But they’re riding the waves of social change. Some waves will die quickly, others will carry many people to an interesting place. As in STF, creating windmills, not shelters.

This is also connected to a recent discussion I had, at a nice brewpub, with a member of Siebel Institute’s faculty. We were talking about beer geeks and their impact on craft beer sales. Not only are beer geeks like computer geeks but it turns out that there might be a clear historical relation between the Pacific Coast computer industry, the rise of latte drinking, and the craft beer revolution. As beer and coffee are among my passions, I find this link fascinating.

At any rate, this faculty member’s point was that large breweries shouldn’t care much about beer geeks as they (we) don’t drive sales of specific products. One of the main arguments here is that geeks aren’t faithful to a brand. Geeks want diversity. Beer geeks want as many different beers as possible.

It’s pretty much the same thing throughout the geek crowd. Talk about empowered “consumers”

About enkerli

French-speaking ethnographer, homeroaster, anthropologist, musician, coffee enthusiast. View all posts by enkerli

One response to “Sizing Up the Geek Crowd

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: