The Thirty Threshold

We are professional observers--part social scientists, part marketers, part pop-culture voyeurs (frankly, it depends who you ask). And at the moment, we are captivated by Book of Ages:30 and their accompanying blog site "blog of ages". We are captivated not only because the authors of the book have created a multi-platform, grassroots marketing effort that is a bellwether for successful trade publishing in the years to come but also because the authors of Book of Ages:30 have launched a product that is designed around a straightforward, powerful human truth--"the thirteith birthday is perceived to be a liminal point both in ones personal development and in his/her transformation into adulthood". This common perception is laden with emotions, both positive and negative---and therein lies the success of Book Of Ages:30. For often when one has a niche product/service that is fueled by both perception and powerful emotion the cornerstone of a profitable brand is laid. Playing upon the "threshold" theme, Josh applies his BOA:30 filter to the recent news that Google is formulating plans to go public in a blog titled Googillionaires. In the blog, Josh Albertson suggests that the potentially $15 billion windfall to befall Google founders Larry Page and Sergey Brin is akin to another tech maverick's thirtieth birthday bonanza (we will keep you in suspense, check out Josh's blog). The BOA:30 sheds light on other 30th accomplishments and such as Edvard Munch's The Scream as well as insights into 30th shortcomings:

At 30, Harrison Ford was working as a carpenter, and neither Oprah nor Jane Austen had found fame.

Book Of Ages:30 is a fascinating "measuring stick" for those in or approaching their third decade of life. It also is seemingly a fascinating case study for building a grass roots brand. Time will tell.