What happens when happiness ceases to be a desire and, instead, becomes an obligation? This is a question that Carl Cederström has been posing for years. The sociologist teaches at Stockholm Business School and is the author of several critical essays on workplace culture and the happiness industry. His popular book The Wellness Syndrome (2015) is a sharp and engaging work, co-authored with André Spicer, dean of Bayes Business School in London.

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There was a time when moderation was a virtue and the middle ground, wisdom. Hyperbole was no more than a literary or rhetorical device. But not anymore. We live at the extremes. Raising everything to its highest possible level is the zeitgeist fate has handed us, and it comes with a suffix that colonizes the internet: maxxing. A highly versatile suffix: placed after the right word it means that, whatever you do, you are giving it your all.

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