Normal is fading away. Governments and industries and schools like normal, because it's easier, it scales and it's profitable. But people don't like it - we want to be who we are, not who some marketer tells us to be.
Seth GodinMost of your competition spend their days looking forward to those rare moments when everything goes right. Imagine how much leverage you have if you spend your time maximizing those common moments when it doesn't.
Seth Godin