When I meet you or your company or your product or your restaurant or your website, I desperately need to put it into an existing category, because the mental cost of inventing a new category for every new thing I see is too high. I am not alone in this need. In fact, that's the way humans survive the onslaught of newness we experience daily. Of course, you can refuse to be categorized. You can insist that it's unfair that people judge you like this, that the categories available to you are...


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