The Trend Stock Broker
Wednesday, December 15, 2010 at 09:13AM Bjorn Trowery, New York
An account of The First Dropper, and how identifying a trend’s irrelevance may be as influential as making it relevant
This month, Details’ David Amsden details his account of what will fittingly be one of 2011’s biggest trends in the marketing space. The First Dropper, as the author highlights, is the outlier within a group that uses judgment, social awareness or plain intuition to gauge when the trends we’re chasing are dead. Sounds like the well-known Early Adopter, right? Close, but there are a few key differences. While they share a few similarities, the First Dropper’s prerogative rests in dictating relevance, not seeking it. As Amsden states, the person who can identify when something is irrelevant may be as influential as the person that made it relevant in the first place. Think of them as the go-to Wall Street stock broker for our current zeitgeist—they have a sound understanding of when to buy and when to sell.
First Droppers aren’t rare; you’d know one if you noticed. When you were looking at renting in Williamsburg, this person was checking out studio space in Bushwick. While your iPhone was dropping calls, they lent you their Droid. Hell, they were probably a Chilean Miner for Halloween last year. They’re not rebellious –or even more annoying, cynical. They’re a choosy set, who have no qualms about siding with patience over the buzz of the moment. And from a consumer standpoint, gaining accord from these folks may be the highest form of approval. The interesting part of this type of consumer is that their existence is static. As long as there are trends, there will be trends to move on from.
So, how do we engage with a set of consumers, whose key differentiator is being a disengaged? First Droppers can help us with strategy in terms of our ability to counsel with the long-term in mind. They have a fantastic understanding and awareness of themselves and the culture around them, and experience life while keeping a third-party perspective. Most of their decisions are informed for beyond the present, and the importance of that for our clients goes without saying. Second, First Droppers can help us be mindful that not everything that is “now” will sustain. Is it worth jumping on a bandwagon if it’s not at the core of your brand? Not every brand needs to be everywhere at every time. Or, in perfect First Dropper fashion, maybe some brands that are in certain places have outgrown their stays, and are ready for their next move. That’s where we come in.
As we all take steps to ensure our brands set relevance, I urge us to understand First Droppers most valuable work. They hold trends accountable. They’re a part of the checks and balance system we need. As First Droppers gain more publicity (begrudgingly), it’ll be interesting to see how they influence the mainstream, not by what they are, but what they aren’t.
Reader Comments (1)
Nice analysis, Bjorn. My business partner, Greg Behr, and I defined the First Droppers concept. As you noted, they resist the flashbulbs that the Early Adopters seek. But, in a quiet, cool way they're also the true kings and queens of our culture -- especially those who move from Dropper to Innovator.
Loved your line about being a Chilean miner last year! Come see us at GBW Strategies.