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The Power of Unpopular author Erika Napoletano on why unpopular is better

It seems counterintuitive for a business book to tout the virtues of unpopularity, but author Erika Napoletano has thoroughly embraced the concept of unpopularity -- which is not a pejorative term, as she explains in the Q&A that follows. Basically, unpopularity means you don't have mass appeal for everyone, which in turn means that the small, fierce demographic that really gets your business will love you fiercely. And that's what you want, right?

The author, who will sign her new book at 7:30 p.m. Wednesday, May 9, at the Tattered Cover LoDo, recently spoke with us about how the book came to be...and about writing most of The Power of Unpopular at the Tattered Cover on Colfax.

Westword: Can you tell us how this book came to be?

Erika Napoletano: The biggest thing for me in writing the book was that we operate with this really

juvenile definition of what "unpopular" really means. It's not a pejorative or

anything bad. Growing up, getting picked last for kickball or not being one of

the "cool kids" was an uncomfortable place to be. But when you get into the business

world, none of that matters. What matters most is building a brand for a specific

audience and realizing that not even Walmart has something for everyone.

When you think about the most well known brands in your world, it doesn't matter

if you think of your favorite local coffee house or a raging behemoth with a store

in every city. Every one of those brands has its critics and people who will never

step foot inside -- but that hasn't hindered their success. So why the hell are smart

business people trying to build a business to be popular when they should be doing

the exact opposite?

It's interesting that you chose the word "unpopular" to describe this concept. Does any of this tie into the idea of popularity as the ultimate status symbol in high school, and how that doesn't mean anything once you graduated?

Honestly -- how much good did being "popular" do you in school if you happened to

fall into that category? The cheerleaders were unpopular with the geeks. The geeks

were unpopular with the football team. The football team was unpopular with the

freaks. Pull your head out of your ass and grow up. When's the last time you saw a

resume or LinkedIn profile with "prom king" in the list of accomplishments? No one

cares.

If you're building something designed to be popular, all you're doing is being the

slutty girl that half your college class slept with and no one wanted to marry. That's

because there's no focus. There's no exclusivity. And that lacks appeal -- it's no

different in business. Being unpopular is about honoring your audience -- and that's

a business principle that will withstand every economic condition.

What were you like in high school?

I was a total nerd. I wasn't one of the popular kids, never had the coolest clothes. I

don't think I had one pair of designer jeans until maybe seventh or eighth grade, and

it was a treat. I was an academic all through school, and it shocked people. I was one

of those goth kids, wore black all the time, hair was bleached white, hung out with

what a lot of people considered riff-raff -- but we were just super-smart kids who

worked jobs and did our own thing. It was so funny -- they had this honor graduates'

reception at my high school that's supposed to be a big secret. The parents show

up and the kids get pulled out of second period and that's when you find out who

graduated with honors. I walked in and one of the jocks said, "What are you doing here?" And I said, "Graduating above you." And it was the god's honest truth.

Can you explain to us how the book is structured and what people can expect from it?

There are five key steps in the book that take people through the process of building

an unpopular brand, but it all begins with identifying your audience. It's brand-

building 101; if you don't know to whom you're talking, you're not talking to

anyone.

The illustration that I give in the book is from a colleague who beautifully illustrates

the point: Imagine a road. You can drive on the left side or the right side, but if you

stand in the middle, you're going to get killed. It's no different with brands. Have a

bloody opinion, for all that's holy. Everyone in your life, from parents to friends to

the clerk at the grocery store who doesn't know you from Eve has an opinion!

People have this strange perception that brands aren't supposed to be human. The

truth is that people do business as people -- humans. Brands need to be human,

which means your brand needs to have an opinion.

But will you piss some people off when you state your opinion? Inevitably. So get

over it. You pissed someone off or disagreed about something the last time you did

anything but eat dinner alone. You disagree with people all the time, but you still

respect them. Great brands -- unpopular brands -- become experts in cultivating

cultures of respect.

Anything else you'd like to add?

Sure -- if you want to sit down and have a banana milkshake or grilled cheese

sandwich with a gal who's lactose intolerant, that's me. Give me a shout. But when it

comes to the book, it's not for somebody who wants a business hug.

You wont' find buzzwords, "overarching ideas" or "pivots" (how I detest the

word "pivot") when you open the cover. You'll find case studies of business just

like yours and the ones you want to build. They're all privately-owned and range

from a hardware empire built by a Mennonite missionary to an appliance store in

New Jersey that only has one location and consistently kills pricing (and service)

from Home Depot, Best Buy, and other national retailers. They're the reason this

book was able to happen and they have some incredible insights to share on what

worked, what's working, and what never will if you're looking to build a brand with

staying power. You can learn more about the book at www.unpopularbook.com.

And I just love that I had a publisher who said, "Hey, Erika, I love what you do." And I actually wrote more than 60 percent of the book sitting in the Tattered Cover on Colfax!

Visit erikenapoletano.com to learn more about the author and her life philosophy.

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