Our culture works hard to prevent change. - Seth Godin

The same is true for learning. True learning (as opposed to education) is a voluntary experience that requires tension and discomfort (the persistent feeling of incompetence as we get better at a skill).

Juggling is about throwing, not catching That’s why it’s so difficult to learn how to juggle. We’re conditioned to make the catch, to hurdle whatever is in our way to save the day, to — no matter what — not drop the ball. If you spend your time and energy and focus on catching, it’s inevitable that your throws will suffer. You’ll get plenty of positive feedback for the catches you make, but you’ll always be behind, because the throws you manage to make will be ever less useful. Paradoxically, if you get better at throwing, the catches take care of themselves. The only way to get better at throwing, though, is to throw. Throw poorly, throw again. Throw well, throw again. Get good at throwing first.

Consumers are not loyal to cheap commodities. They crave the unique, the remarkable, and the human.