In his latest book, Invisible Influence: The Hidden Forces That Shape Behavior, Jonah Berger, a marketing professor at The Wharton School of the University of Pennsylvania, discusses the ways in which our behavior is shaped by others and examines our constant struggle to be optimally distinct—not too different and not too similar.

Our society is deeply conflicted about the source of excellence. On one hand, we are fascinated with child prodigies, portraying them as wonders of nature. On the other hand, we love a good “overcoming adversity” story, as it inspires us all to greatness.