Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
Joshua FerrisWhy shouldn't it be that way for the rest of us? Why not just go with it? Just walk the dog and send the tweets and eat the scones and play with the hamsters and ride the bicycles and watch the sunsets and stream the movies and never worry about any of it? I didn't know it could be that easy. I didn't know that until just now. That sounds good to me.
Joshua FerrisWe told him to get on with it. We liked wasting time, but almost nothing was more annoying than having our wasted time wasted on something not worth wasting it on.
Joshua FerrisYet for all the depression no one ever quit. When someone quit, we couldn't believe it. 'I'm becoming a rafting instructor on the Colorado River,' they said. 'I'm touring college towns with my garage band.' We were dumbfounded. It was like they were from another planet. Where had they found the derring-do? What would they do about car payments? We got together for going away drinks on their final day and tried to hide our envy while reminding ourselves that we still had the freedom and luxury to shop indiscriminately.
Joshua FerrisI always knew from the beginning that this was the only way to write Then We Came To The End - that it had to be in first - person plural if it was going to illustrate how the individual becomes part of the collective. I had no interest in writing the book in a more conventional voice. It goes back to that fascination I had with telling a story in multiple ways. It was the only choice I gave myself, really - I said "This is it, pal. If you can't tell a story this way, you're going to have to abandon the book. Write it this way or give up."
Joshua Ferris