Authenticity moves me, but does it work for the mainstream?

I really enjoy individual, quixotic, unique takes on the world.

So it’s no surprise that the Cluetrain or the Hughtrain resonate with me—and many others. Markets Are Conversations! Yeah!

But Seth has a post that resonates with another part of my experience.

He points out that the Mass Market doesn’t want authenticity. My company, Market Hardware, does quite a bit of traditional direct mail, and, boy, we’ve definitely see what Seth’s alluding to.

I’m not sure why the mass market insists we dumb down stuff that’s already dumb, but it seems to be true.

“Now we don’t have to go to Spain,” indeed.