Chris Anderson

For a generation of customers used to doing their buying research via search engine, a company’s brand is not what the company says it is, but what Google says it is.

A Long Tail is just culture unfiltered by economic scarcity.

The world of shelf space is a zero-sum game: One product displaces another.

Remember, in the tyranny of physical space, an audience too thinly spread is the same as no audience at all.

Broadly, the Long Tail is about abundance. Abundant shelf space, abundant distribution, abundant choice.

We are entering an era of unprecedented choice. And that’s a good thing.

Blockbusters are the exception, not the rule, and yet we see an entire industry through their rarefied air.

Talent is not universal but it is widely spread: Give enough people the capacity to create, and inevitably gems will emerge.

This is the end of spoon-fed orthodoxy and infallible institutions, and the rise of messy mosaics of information that require—and reward—investigation.

In a world of infinite choice, context—not content—is king. (Chris Anderson quoting Rob Reid)

In an era without the constraints of physical shelf space and other bottlenecks of distributions, narrowly targeted goods and services can be as economically attractive as mainstream fare.

For the first time in history, hits and niches are on equal economic footing, both just entries in a database called up on demand, both equally worthy of being carried. Suddenly, popularity no longer has a monopoly on profitability.

Never underestimate the power of a million amateurs with keys to the factory.

Fundamentally, a society that asks questions and has the power to answer them is a healthier society than one that simply accepts what it’s told from a narrow range of experts and institutions.

Our growing affluence has allowed us to shift from being bargain shoppers buying branded (or even unbranded) commodities to becoming mini-connoisseurs, flexing our taste with a thousand little indulgences that sets us apart from others.