They will push you to fit in, to dress alike, to use the same tools, to fit the format.

“That’s the way we do things around here.” They are the well-meaning productivity guru who wants you to get faster, not better, and the social media consultant who is driving with his rear-view mirror.

The safest thing you can do, it seems, is to fit in. Total deniability. Hey, I’m just doing what the masses do.

The masses are average. And by definition, we have a surplus of average.

Don’t be different just to be different. Be different to be better.

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