Normal behavior is forgotten. Only weird behavior survives. Nobody tells stories of when you did the expected — they only tell stories when you did the unexpected. Normal behavior costs nothing in the short term — but it disappears into the abyss. Unconventional behavior costs a social price in the short term — but the actions live on as story assets in the future. If you pay for the bill at everyone in the table - the short-term reaction is shock and confusion. But in the long term, it’s everyone’s favorite memory of you. ​ If you travel across the world for a friend’s birthday, the friend’s initial reaction is: “You don’t have to do that” — but it’s the story they tell at your funeral. ​ If you’re 100% honest with your feedback on people’s business ideas, the short-term reaction is anger — but in the long term, you become one of the few people they trust.