The Evil F-Word: Fine

Businesses have discovered that the less we move, the more they can market to us. Whether on our couch, on our phone, or in a theater, so long as we’re listening or watching their content then our wallets are open. Like slot machines, they have to keep pulling our levers and waiting to hit jackpot. Give them enough spins and they will hit. For this reason it is in their best interest to make sure we move as little as possible. If it means we all weight four hundred pounds and are more akin to sumo wrestlers — so be it.

In fact, I feel like as we are enveloped in a modern world which does everything to help us down the path to the dystopian Pixar-envisioned future in Wall-E. A future which seems all too scary to envision for the ease with which it could transpire. We’re already a Dr. Oz special away from drinking a slurry mixture for three meals-a-day.

Time for lunch, in a cup!

The truth is that it is very hard for marketers and businesses to make us truly happy. And they’ve discovered that it is much easier for them to manufacture happiness for us. The up beat music at the end of movies to convince you that you enjoyed what you just watched. The advertising campaign around convincing you that you find happiness in the bottom of a fry holder. The manufactured joy that comes with a shopping bag. It’s easier to convince us that what we’re feeling is happiness, simply because we can’t tell the difference. If I’m not in active pain, then I must be happy, right? I must be fine, right?

This future won’t arrive as part of a conscious decision to accept it. It isn’t a future being created by some super villain who is hatching a plot to ruin humanity through heart disease. No, it will arrive as we continue to take small steps towards comfort, accepting the comfort improvements as they come. Tiny offerings which drive our life to be unthinkingly “fine.”

Syndrome from Pixar's The Incredibles

In case you couldn’t tell, I have a serious problem with fine.

If you think of a scale of –10 to 10, –10 being “very bad” and 10 being “very good” then, to me, fine should occupy the space from 0.1 to 2. But life usually forces us to have it be –2 to 2. We’re fine when we’re acceptably bad. We’re fine when we aren’t happy, but aren’t bad enough to take action against whatever is making us that way. Markets go further and they mask what we might feel, or convince us that –2 is actually 0, or even 2. They convince us that where we are is good, and it’s easier to just believe them.

Happiness is, as my friend Joe put it recently, a choice. And the truth is that enduring happiness is more than that, it’s work. Either you work to accept the reality you’re given so that you can be happy, or you work to change your situation so that you are actively keeping yourself in your, yes I’ll say it, happy place.

This is my call to action for you all: Strive for a life that isn’t fine. Either be good or bad. Recognize where you are and if when asked how you are, your inclination is to answer with the F-word, then look around and figure out what you need to do to get to “good” even if that means going outside your comfort zone.

Society wants you to think you’re happy, but they want to do that by spoon feeding you endless amounts of fine and telling you it’s good. Smack society’s hand away and grab your knife and fork and cut off a slab of the steak that is true happiness. Continually work to get out of your comfort zone and never look back.

Life begins at the edge of your comfort zone


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