my next book’s title: “evil plans: and 39 other keys to building a global microbrand”


[Backs­tory: About Hugh. E-mail Hugh. Twit­ter. News­let­ter. Book. Inter­view One. Inter­view Two. EVIL PLANS. Limi­ted Edi­tion Prints. Pri­vate Com­mis­sions. Cube Gre­na­des.]

It’s been almost four years since I first posted “The Global Microbrand Rant”:

A small, tiny brand, that “sells” all over the world.

The Glo­bal Mic­ro­brand is nothing new; they’ve exis­ted for a while, long before the inter­net was inven­ted. Ima­gine a well-known author or pain­ter, selling his work all over the world. Or a small whisky dis­ti­llery in Scot­land. Or a small cheese maker in rural France, whose pro­duce is expor­ted to Paris, Lon­don, Tokyo etc. Ditto with a vio­lin maker in Italy. A clas­si­cal gui­tar maker in Spain. Or a small English firm making $50,000 shot­guns.


Frankly, it beats the hell out of com­mu­ting every mor­ning to the cor­po­rate glass box in the big city, something I did for many years. Just so I could make enough money to help me for­get that I have to com­mute every mor­ning to the cor­po­rate glass box in the big city.

There are thou­sands of rea­sons why peo­ple write blogs. But it seems to me the big­gest rea­son that dri­ves the blog­gers I read the most is, we’re all loo­king for our own per­so­nal glo­bal mic­ro­brand. That is the prize. That is the tic­ket off the tread­mill. And I don’t think it’s a bad one to aim for.

As I’ve been working on my next book, EVIL PLANS, it suddenly occurred to me, THIS is what I’ve been doing all along with gapingvoid these last eight years- trying to build my own global microbrand, and trying to help others do the same.

Like my old French buddy, Laurent Haug told me while we were sipping beers in Geneva, not long after I’d written the Global Microbrand Rant:

“You nailed, it, Man. You’re set for life.”

“What do you mean?”

“The Global Microbrand. You coined the term, now you own that conversation.”

“So what’s the big deal?”

“Everybody wants one, Hugh. That’s what we’re all chasing after.”

Laurent had a point. Looking back, it seems so glaringly obvious now…

Eureka. EVIL PLANS just got slightly more evil. Rock on.

[Bonus Link:] “Ten Thousand People: The Antidote To ‘Chasing Gigs’”.


  1. Eagerly awaiting this! Thank you for thinking evil thoughts.

  2. I didn’t understand the whole thing. Sounds cool, though!

  3. Hugh,

    I am so excited that your next book will be on the global microbrand rant.

    Look forward to reading it.

  4. Global Microbrands. Very cool. You’ve given me a whole new perspective on how to think about our business. Please consider United Linen a part of your Global Microbrand posse.

    …very cool.

  5. Kathy Sierra says:

    Much as I love Ignore Everybody, THIS is even more fun. Our little poorly-slotted, poorly-attended panel on it at SXSW is still my favorite.

    I bristle at the “brand” word, but your whole idea of Global Microbrand captured my imagination from the first moment I heard it, and I’ve been using it as a filter ever since. Go Hugh Go.

  6. Very amusing.

  7. Bring it!


  8. We miss you over here, come back one of these days for more beers! Will all this be ready for Lift10 on 5-7 May 2010??

  9. Exactly what I’m aiming for. It’s an opportunity to define who I am for people to either join, follow, or collaborate with.

    Great post, you nailed it.

  10. Very much looking forward to reading your “Evil Plans”… you have a scary talent for putting your finger on the pulse Hugh.

  11. Veralynne Pepper says:

    That’s right, Jonathan V, he nails it!
    And Jon M, his talent with that pulse finger IS scary! Couldn’t have said it better myself.

    I’m a student of Hugh’s–well, a fan because I’ve nothing to sell. Hugh’s a pioneer whose uncanny knack with the new is well worth everyone watching.


  12. Really? It suddenly occurred to you? ;) It’s why I congratulated you on becoming a product upon your site redesign. Rock on indeed.


  13. It follows that this is what you’ve been leading up to the entire time…. I’m glad we didn’t have to wait for two or three more books before we got to this….

  14. “You nailed, it, Man. You’re set for life.”

    I agree, when can I order a few copies?


  1. [...] my next book’s title: “evil plans: and 39 other keys to building a global microbrand” [...]

  2. [...] the copywriter turned artist, turned small business author (affiliate link), often writes about the global microbrand.  The global microbrand is the manifestation of a single individual turning himself into a brand [...]

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Hugh MacLeod is a genius.  Genius.

Seth Godin
Best Selling Author

His work acknowledges the absurdity of workaday life, while also encouraging employees to respond with passion, creativity, and non-conformity...   MacLeod’s work is undeniably an improvement over the office schlock of yore. At its best, it’s more honest, and more cognizant of the entrepreneurial psyche, while still retaining some idealism.

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Last year my State of the College address was 76 slides loaded with data. This year it was 14 cartoons that were substantially more memorable.

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In moments of indecision I glance at the wall [to Hugh's work] for guidance.

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