In some countries, cities, companies and families, people are calm about 15-minute delays, garbage underfoot, wrinkled clothes, violent gestures, bickering between children and adults and subordinates with management. In others, you will be severely punished for the slightest lack of punctuality, chewing gum flying past the ballot box, an extra comma in a document, or disrespect in your eyes. Why do some cultures strictly adhere to established norms, while others actively encourage independence and initiative? Why do people comply with established norms, sometimes contrary to common sense? Where do norms come from anyway? These questions concern many people living in an era of change, including modern Russians. The author of the book, psychologist Michel Gelfand, explores the historical, social and economic reasons for the most common freedoms and restrictions, and also analyzes the advantages and disadvantages of both systems - rigid and free .