Commercial Behaviours

If you ever feel regret about past life decisions or paths not taken, there is really only one solution that can make it all wash out and not matter in the end: just be even higher agency and go farther off the beaten path. That stuff only matters if you are low-agency!

For low-agency normies, a life-path point of divergence like getting into Harvard versus going to community college, or a certain job, can truly be permanently life-altering. But high-agency weirdos will always be pulled off the track to what compels them, no matter which track.

And I increasingly think our job, maybe our method of rebellion, is to be people who care, who have taste, who like and share and look for good things, who read and watch and look at those things on purpose instead of just staring slackjawed at whatever slop is placed between the ads they hope we won’t really notice.

The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position. Nyquil, the nighttime cold medicine, gave up the daytime market. The focus of most marketing operations is just the opposite. They look for ways to broaden their markets by line extension, by size and flavor proliferation, b

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