Intensity of the mundane

This morning I spent 10 minutes reading this post: Our new extrusions are in – and they are AMAZING

I’m not interested in aluminum extrusions, and I don’t plan to buy any, yet the post is a brilliant example of what Euan Sample, quoting Rob Paterson, calls “the intensity of the mundane”:

In the right circumstances nerdiness and passion about even “boring” subjects can be really fascinating.

But it so hard to convince people in companies to speak with their own voice, and even when they try they often go all “adult” ending up sounding fake. Yet the very same people use their own voice with their buddies on Facebook.

It’s a long road…