“The mass media which has been used to sell mass products to the mass market no longer captures a mass audience. Instead, digital technology, the internet and social media have shattered the media and its audience into tens of thousands of specialised niches. Seth Godin’s argument is built on his belief that people do not naturally conform to the ideal of normality sold to us by the advertising industry, and free of its coercive influence millions of us will choose our own weird ways of living and working instead.”