We humans have always defined ourselves by narration. What's happening today is that we're allowing multi-national corporations to tell our stories for us. The theme of corporate stories (and millions drink them in every day) seldom varies: to be happy you must consume, to be special you must conform. Absurd, obviously, yet our identities have become so fragile, so elusive, that we seem content to let advertisers provide us with their version of who we are, to let them recreate us in their image: a cookie-cutter image based on market research, shallow sociology, and insidious lies. Individualism is bad for business – though absolutely necessary for freedom, progressive knowledge, and any possible interface with the transcendent. And yes, it's entirely possible to function as a free-thinking individual without succumbing to narcissism..

Tom Robbins Carolinian

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