It is perfectly natural and healthy for an individual to want to be appreciated by family, friends, community or peers. This desire can spur us on to personal achievement. It acts as the glue that binds society together. But the need to be special is altogether different. In this book, Peter Whittle highlights the demoralisation and division that come with the modern need to claim uniqueness, regardless of talent or deed. By shouting the loudest, by being the most visible, or simply by thumping people the hardest, the attention seekers destroy the privacy of others and contribute to the fragmentation of public life. Meanwhile real achievement and genuine talent are devalued. With no genuine claim to uniqueness, some wannabes simply emote. They self dramatise. They show off. They demand our attention. Others glorify themselves by rejecting other people around them. Paradoxically, despite all the talk in the media of 'community', there has been a repudiation of our collective identity -