Why do people say “for the rest of us”?

Engineering management for the rest of us

Organization for the rest of us

Boat navigation for the rest of us

Those are a few lines that are titles of books.

Why are they, “for the rest of us?”

It’s an attempt to capture people who aren’t naturals, or wouldn’t normally be super-interested in that kind of thing. It can also be for people who don’t speak the lingo that is normally associated with the topic.

Marketing is filled with people trying to serve audiences and sometimes everyone is so focused on a specific archetype, they forget “the rest of us”. Perhaps you need your marketing to be “for the rest of us” as well.

Think about it.