For the last century, mass production has been the source of wealth for many companies. Focusing on the tastes and needs of a certain average consumer, they dictated to us what to buy, how to live and even what to think about. Now the world is changing rapidly. There was a real battle between the status quo of the crowd and the extraordinary - we stopped being “normal” and realized our uniqueness. A book about how to take advantage of the unique business opportunities that the era of individualization brings.