We Are All Weird: The Myth of Mass and the End of Compliance

"During the age of mass (mass marketing, mass manufacturing, mass schooling, mass movements) the key was normal. Normal was important because you needed (were required) to fit into your slot. Manufacturers insisted because profits depended on it.

Normal diets made it easier for mass food manufacturers to generate a profit. Normal driving habits made it easier for mass car manufacturers to reach their production minimums. Normal behavior made you easier to control.

But what happens when mass disappears? When we can connect everyone, customize and optimize--then what happens to normal?

Normal is so ingrained in what we do every day that it's difficult to notice that your tendency toward the normal is now obsolete.

This book is personal, heartfelt and urgent. I hope that you'll take the time to read it. In the words of the philosopher Dr. Seuss, "We are all a little weird and life's a little weird, and when we find someone whose weirdness is compatible with ours, we join up with them and fall in mutual weirdness and call it love."

Seth Godin, Seth's Blog 11-09-21

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