Guinness World Records 2027 is officially on the shelves! This is the 72nd World Record publication by Guinness, a record in and of itself. Some of the weirdest awards included in the new edition are the most decimal digits memorized underwater (87), the largest collection of frog-related merchandise (13,201), and the most Jenga blocks stacked on one vertical Jenga block (4,881). But before you judge the woman with the frogs or the man biking with a bottle of milk on his head too harshly, take a look in the mirror and discover your inner weird.

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While record breakers have dedicated their lives to a niche skill, readers of Guinness World Records have no personal interest in the actual records being broken. Yet, we’re still infatuated with these bizarre feats—which makes us the weirdest weirdos of them all. Whether we’re listening to a true crime podcast or reading about the most tattooed person on Earth, our brains seek out breaks in everyday patterns and become hyperfocused on the things we can’t quite make sense of.

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Understanding why millions of people care about the most hula hoops spun on stilts (it was 27) is precisely what makes me stand out as a strategist. I don’t look at the most followed creators or the top 10 sounds on TikTok. Instead, I dig into the smallest subcultures and the most niche sides of the internet. This is where provocative insights are found. Studying weirdos (aka humans) forces me to look past boring demographics and dig into real, unfiltered human behavior, ultimately shaping unforgettable campaigns.

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