When the masses went to see a movie in June of 08, they had a choice. Naturally, they chose to see the movie that was the best available, the one they wanted to see the most. If you're the third best choice, you lose.

The alternative? The makers of Speed Racer could have spent less money and made a movie aimed at pocket 2, a niche movie where they could have easily made it through the Dip, easily overwhelmed competition for that niche, easily become the best in that world.

Bruce Lee wasn't the best movie star in history. But he was the best kung fu star in history. Different dip.

The most common misconception about Long Tail thinking is that if you don't succeed at pocket 1, don't worry, because the tail will take care of your product and you'll just end up in #2. That's not true. #2 isn't a consolation prize for mass market losers. Mass market losers are still losers. In order to become a mass market star you make choices about features and pricing and quality--and if you lose that game, there's no reason to believe that those choices are going to pay off for a different market.

The long tail doesn't offer a consolation prize. Instead, the wide selection (in every market, not just digital ones) is a collection of smaller long tails, each with its own dip, each with its own winners (and losers). Pick the biggest market you can successfully dominate, the biggest slice where you can get through the Dip and be seen as the best in that world. nullnullnull