“After the flood, there is us.”
So what happens now, after the levee has broken? Well, aside from all the things that I mentioned before, the companies that will thrive in the future are the ones who can best answer this one, simple question:
“Okay, I just bought a gun. Now what?”
Sounds easy, right? The fact of the matter is, though, that Gun Culture 2.0 has grown up and matured without having to answer that question. For just short of ten years now, the only reason needed to buy a gun was “It’s a gun, and I should buy it now, because I don’t know if I’ll be able to buy one in the future.”
Imagine what’s happening in California right now, writ large. That’s what we were afraid of, and that’s what drove gun sales. That’s not happening for the foreseeable future, and now we’re in a new phase of gun ownership in America, where gun owners are buying guns for positive reasons, not negative ones.
This is a challenge for Gun Culture 2.0 because it’s driven, by a large part, by negative outcomes. Gun Culture 1.0 was about positive outcomes: You take a walk in the woods, you see Bambi, and you provide meat for your family and a trophy for wall by blasting him into oblivion. Everyone was happy with the outcome (except Bambi, that is).
This is not true for today’s gun owner, because we are preparing for the very, very bad day when we may need to use lethal force to protect a life that is dear to us. It’s not something we enjoy thinking about, but it is satisfying knowing we’re ready. Is it fun, though? No, and the company that is most-able to bring the fun into Gun Culture 2.0 is the one that will grow the most in today’s new gun world.
Harley was successful because they transitioned a negative brand image (biker thug) into a postive brand image (Open road! Freedom!). No one (yet) is working on transitioning from a negative outcome (killed on da streetz) to a positive outcome.
Heck, I’m not sure we KNOW what a positve outcome even is yet.
Oh, and what’s up with the title? Well, to borrow a line from the third-greatest Christmas movie ever made*, it’s one of the benefits of a classical education.
* Ronin is #1 (yes, it’s a Christmas movie) and Lethal Weapon is #2.