Is Nothing Special Anymore?

by Eric Hancsak
August 15, 2005

My wife and I receive quite a few catalogs in the mail every week. Normally, a few each day. Our mail carrier loves us. At some point they are all read before ending up in the recycling bin.

The other day we received one catalog in particular that caught our attention. Not because it had a stunning cover photo, or was printed on an unusually beautiful paper stock, or was a nontraditional size. What made this one stand out was its vapidity. Its shear lack of interest. It was totally ordinary.

How could something so mundane catch our eye?

This catalog sells a line of clothing, outerwear and accessories to the very wealthy. We're talking about $900 alligator belts, $3000 sportcoats, and $600 children's ski parkas. Don't ask me how WE got on their list.

While looking at the catalog it got us thinking. Is nothing special anymore? Must even the finest things be packaged for mass consumption?

As a first impression, the catalog sorely lacked the visual integrity to match the quality of its merchandise. This catalog would be easily lost in a pile of junk mail. The photos were average and stacked 3, 4 or 5 on a page, the paper was flimsy, the ink came off on our fingers. It was what you would expect from an ordinary catalog. Yet this company is NOT selling everyday merchandise. They are selling a Rolls Royce from a used car lot.

Remember when "couture" meant "exclusive?" Now, the word can just as easily describe a line of trendy t-shirts.

The point is this. There are some things in life that need to be held in high regard. We need something to work for, something to aspire to, whether it be material or otherwise. If even the best things in life are mass marketed, then what is the point? "I can be mediocre and buy anything I want! Whooopee!" Where is the reward in that?

Instead of embracing mediocrity, we should honor success by challenging ourselves to excel in all we do. It will feel so much more rewarding in the end.