An Absolutely Remarkable Thing (The Carls, #1)

by Hank Green

Most power just looks like an easier-than-average life. It’s so built-in that people mostly don’t realize how powerful they are. Like, the average middle-class person in the US is one of the 3 percent richest people in the world. Thus, they’re probably one of the most powerful people in the world. But, to them, they feel completely average.

Branding is something designers think about a lot. You take something like a perfume or a car tire, or butt-flavored bubble gum, and you ask questions about it that you shouldn’t be able to ask. What kind of tuxedo would this car tire wear to the prom? What is this perfume’s favorite movie? You try to end up in a place where you understand a product as if it is a person.

When you get stuck fighting small battles, it makes you small.