The lineup outside the club.

Or maybe it’s the lineup outside a store.

What does the lineup say? Well it depends on the lineup.

Lineups, always are a version of status but it depends on who are in the lineup, the size of the line, how long the line is and what the lineup is for.

If the lineup is for the Apples store new release, they would fall under the category of an early adopter of the mass (yes I know it’s ironic).

If the lineup is mall and for the Louis Vuitton store, then it is exclusive, not early adopter mass.

Each lineup, indicates status to other people and a story in our head about what we stand for.

Through listening and talking one and one with customers, something becomes clear.

They are not customers, they are humans.

They are people with fears, dreams, desires, successes and failures – just like you, they are just a different set.

We over complicate marketing by trying to create a model to understand customers, when really its about understanding how to be human and how to share an experience with someone else through communication.