Seth Godin calls for the end of mass and for the beginning of offering people more choices, more interests and giving them more authority to operate in ways that reflect their own unique values. A celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard.

Previously published as: We are all weird : the myth of mass and the end of compliance. "First published by Do You Zoom, Inc. through The Domino Project.