We live in a time of exceptionalism.
Everywhere we turn we are presented with the biggest, the best, the greatest, and the most important.
And it is not just coming from marketers. If you spend any time on social media you see people describing the best meal they have ever had, the greatest vacation of all time, and the most important thing they learned.
We have come to a place where if it isn't the best then it must be a failure.
##Wanting To Be The Best All The Time Is Bad For...
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