Did you catch the Mayweather vs. Pacquiao fight this past weekend?
Of course you did. Everyone did.
The reason? Norms.
We've all heard people say, "I'll never forget where I was when x happened." For some it might be the moment we landed on the moon. For others it might be when they learned Zayn was leaving One Direction.
Whatever it is, people remember those moments because they are valuable opportunities to participate in the greater culture – to involve yourself in something big that your peers are involved in as well.
Honestly, you don't even have to be genuine about it. For some, just "looking" like they're part of the norm provides the sense of acceptance they crave. Think about all those folks who get enormous comfort from "keeping up with the Joneses" even if their home lives provide no real comfort at all.
So, that insatiable desire to fit in, to not be an outcast– that's norming, and it's what drove you to watch the Mayweather vs. Pacquiao fight last week. Actually, it drives you to do a lot of things. That's why it's great for driving positive change. Just imagine where we'd be if there were more stories about athletes like McIlroy ditching a match to get a colonoscopy.
No wonder norms holds so much power amongst the Twelve Determinants.
Unlike the Fraud of the Century (whoops, Freudian slip) let's hope the next norming event will at least be entertaining.