We loved killing time and had perfected several ways of doing so. We wandered the hallways carrying papers that indicated some mission of business when in reality we were in search of free candy.

If someone were plucked from the group and given those responsibilities, they might find themselves growing more aloof, just by virtue of that promotion. Suddenly the group culture excludes you. I saw this in my own working life, and I don't think it's a coincidence - I sensed a kind of loneliness in middle managers especially.

The people at the very top could fall by and grace you with their presence and give you a little largesse, and you'd be "Oh, I'm so beloved." In a way, it was kind of like flattery. The middle managers didn't quite have that cachet, but at the same time, they had to seem like they were of that caliber. So there's a little bit of loneliness at the heart of those with a little bit of power.

If you can get by with quotes from The Godfather and nothing you say matters, that's pretty bleak, don't you think? Don't we want what we say to matter?

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.

To conform is to lose your soul

I 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."