Category: Engaging the Culture

“The new product [free-range chicken] quickly caught on. The name evokes images of the open prairie, with chickens roaming about on the horizon, the wind ruffling their feathers. It is an image that could make sense only to someone who has never actually seen or touched a live chicken . . . . The idea of ‘free range’ is simply a projection of our own desires onto our food. No matter what we do, chickens will never be the rugged individualists that we would like them to be.”

Nation of Rebels, pp. 234-235

“The most plausible explanation for the fact that everyone’s eating Yukon Gold potatoes is that they are really good potatoes and people like them. If the overall result is homogeneity, how can we complain? After all, in order to avoid this outcome, someone would have to get stuck eating potatoes that they don’t like.”

Nation of Rebels, p. 232

“There are often significant benefits associated with acting like everybody else. Expressing your individuality by wearing a funny tie to work is not the same thing as expressing your individuality by using file formats on your computer that are incompatible with those of your co-workers.”

Nation of Rebels, p. 230

“Consumers are extremely savvy, and are fully aware that there are no relevant differences between brands across a vast range of products.”

Nation of Rebels, p. 212