The future of business and culture lies neither in popular products nor at the head of the demand curve, but in the endless long tail of the demand curve. People have found that the phenomenon described by the long tail exists everywhere, and its message is very simple: it asks us not to overlook the vast markets with low demand and low profits. Rather than fighting desperately for the mainstream market, businesses can turn toward non-mainstream markets and achieve great success there. Although this tail region lacks height, its area may be no smaller than that of the mainstream market. We need to give the tail region equal, or even greater, attention.
The long-tail effect is a macro market phenomenon that naturally forms under market rules. Who defines these market rules? Why not try to break the existing definitions? If we identify the right entry point and redefine the current long-tail segment, can we establish an entirely new set of market rules—even turn the former long tail into the new head under those rules, shift to a new battlefield, and compete with the leading competitors of the past? Foods that do not suit mainstream tastes can be redefined as a tasting gift set of unusual flavors. Under new rules for exploring taste, they can rise to the top again. Furniture with varied shapes and low practicality can be redefined as personalized furniture design and become mainstream under new rules for innovative spatial combinations.
The long-tail effect tells us that something being overlooked does not mean it is unimportant, and something lacking height does not mean it lacks volume. Old rules do not necessarily deserve our continued adherence; only by redefining them can we see an entirely new world.