The lowest price for any good worth pricing is now available to anyone, anywhere. Which makes the market for boring stuff a lot more perfect than it used to be.

The networked revolution is creating huge profits, significant opportunities and a lot of change. What it’s not doing is providing millions of brain-dead, corner office, follow-the-manual middle class jobs. And it’s not going to.

The forever recession

And so, the endgame: it was boringifying a business that made a good business great. You know the score: keep it middle of the road, passionless, bloodless, compromise, horse-trade, find the lowest common denominator, make sure it doesn’t offend anyone, please everyone just a little sliver of a little bit (and never mind about not really delighting anyone not one bit.

So here’s my tiny hypothesis. Today’s great business aren’t built by being boring – but by being interesting.


Seth Godin und Umair Haque im Paartanz.