Otaku
Driving back and forth to Lincoln this week I listened to Seth Godin‘s Purple Cow. It’s one of those books that just sort of resets your focus. Also, the version from the Omaha Public Library is read by Malcolm Gladwell or someone who sounds just like him. Check it out if you don’t believe me.
One of the key points in this book is the concept of otaku which is the Japanese word for something that is “more than a hobby but a little less than an obsession.” Godin’s point is that if you create a product in an area that has a large number of people with otaku for that area, those people will market your product for you.
My favorite example from the book is hot sauces. Lots of people feel strongly about and go to extra effort regarding their hot sauces. Mustards on the other hand can have even more variety, but far fewer people care about them.
Being reminded of otaku made me realize how often it had come up recently in my life. My financial bookclub just read Rule #1 by Phil Town which advocates strongly for only investing in a very small number of companies that A) fit a profile over the last ten years and B) do business in one of your areas of otaku. For the record Town doesn’t use the word otaku, but his description matches the word.
The other time I think otaku is relevant is when you’re choosing a business to form. Often this is described as passion for the business, but passion is built into otaku. If you start a business around one of your areas of otaku, you can’t help but be passionate about it.
So what is your otaku? What do you make time for even when you’re busy? What brings you joy? What are you doing when you experience flow? My otaku is new ideas, writing, maintaining my home and various gardens and teaching. Nearly everyone who knows me could tell you this. If you can’t figure out your otaku, ask the people around you. I bet they know.
By the way, if you want to talk about this idea with someone, it’s pronounced ew’ tacu (almost like “oo! a taco.” but “tacu”). I like this word a lot and would love to have it integrated into our American English. Please help. It’s a great word and idea.
Greatings, Everything dynamic and very positively!
Worker