“I crack the tab open, and I feel the cold metal… I hear the tink and give of the aluminum. And maybe when I’m done, I crush it into a small patty.” — Ian Bogost on the everyday enchantment of a Diet Coke can
Don’t sweat the small stuff is one of the most persistent (and annoying) mantras of the self-help industry. But the counter-intuitive Atlantic columnist Ian Bogost advises the opposite. In his new book, The Small Stuff, Bogost suggests that gratification lies in our appreciation of small stuff like the crinkle of empty Diet Coke cans and the foldability of plane tickets.
Max Weber argued that disenchantment was the defining quality of modernity, but in The Small Stuff, Bogost maps a way back to it. What we need to get away from, he says, is “optimization” — metrics, feedback loops, money as a proxy for a place in heaven. Rather than the cult of delayed gratification, pick up that empty coke can and revel in its architectural glory. Or lick a tree. That’s how to be enchanted in postmodernity.
