Consumers today often know more about a company's product than do …

Consumers today often know more about a company's product than do their senior marketing directors. The internet provides the fertile environment within which information is freely shared and broadcasted. Word gets out and it spreads fast. Decisions no longer rest with a marketing team behind closed doors, nor with a team that learns and observes from its audience, but with a brand made up of fellow enthusiasts. Geek Theory is a celebration of the 1% category of passionate enthusiasts engaged in a niche area of expertise and knowledge. That person is fascinated, perhaps even obsessive in their manner, perusing their specialist activity independent of incentive or reward, but simply for what it gives to them all of its own. Identifying and connecting with the core 1% around which gravitate those who interact (at least once) and those who merely look on. The message resonates with the core, quickly spreading to peer enthusiasts, and then rippling outwards to the periphery crowds. Authentic communications that nurture relationships of longevity and mutual benefit %u2013 The Karma Principle.