OK, so you’ve got this product that you need to market, so that it’s ‘cool’, so that it takes off like all those other hip items that you just had to have, the iPad, iPod, tablet, etc.. I mean look at the iPod, it’s just a music player, yet for a time everybody had to have one, it became de rigueur to the max. And then you look at that Steve Jobs fellow and you think, yeah he’s got it. Went up against the might of Microsoft with a closed operating system, with a box that continues to be twice as expensive as anything else and yet he’s making a killing.
So you’re looking at your marketing guys and you’re thinking, maybe I should dress them up in some naff looking skivvy or polo neck jumper (in black, of course) like Jobs. But you know that won’t work. So, you realize you need to hire someone a little different, someone with an edge, someone like…an authentic hipster – to infuse a counter culture in your marketing department.
Here’s the first lesson of being hip, or a hipster if you must: it means going against the current trend, it means being self-consciously anti- whatever it is that’s happening.