Mediocrity kills careers but seems to increase job security. The latter part of this formulation is mediocrity’s chief appeal and why it’s so widespread, whether you’re dealing with an airline representative or an internet service provider.

Examples are so commonplace they no longer warrant notice. The service rep who refers to you as “the next customer.” The words sound taught and they of course they are. What was wrong with “May I help you?” Rapport, fellow-feeling, conversation – anything that can’t be taught is subsumed in a frantic desire to make customers go away.

Much of what informs mediocrity is fear and a desire to conform: fear of failure and a desire to conform to convention. But if you want to get people talking about your product or service – if you want people remarking to others about it – then it must be worthy of remarking upon.

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