What wayfinding feels like

The ratio of average vs. extraordinary results suggests that if you want an outcome that’s nothing short of remarkable, you have to do things that appear to be quite unordinary.

That makes sense. Because scarcity creates value.

What many people don’t seem to acknowledge on their way to this conclusion, however, is that doing things atypically, unusually, or even, exceptionally, doesn’t feel normal, comfortable, or convenient. Because it isn’t.