Now that phones work on the subway (here in Toronto), I sometimes find myself having to take calls while in transit. And one of the things it has made me realize is that the subway is a very noisy place. It's not a suitable place for calls.

But interestingly enough, I only really realized this once I started taking calls and once I wanted it to be quiet. Before that, it was just the sounds of the subway and it was perfectly fine from an auditory perspective. And that's maybe the thing about noise in the city: it's relative, and it depends on your expectations.

Here's an excerpt from a recent article in the Atlantic by Xochitl Gonzalez that refers to urban silence as "the sound of gentrification":

Attempts to regulate the sounds of the city (car horns, ice-cream-truck jingles) continued throughout the 20th century, but they took a turn for the personal in the ’90s. The city [of New York] started going after boom boxes, car stereos, and nightclubs. These were certainly noisy, but were they nuisances? Not to the people who enjoyed them.

And here's another quote that directly speaks to its relativeness:

In the years that followed, many of New York’s nightclubs migrated to Brooklyn, which remains loud and proud. An analysis of 2019 data ranked it as the loudest borough in New York. It earned this distinction by racking up the most noise complaints to 311—the city complaint hotline. Which raises the question: Was it the noisiest borough? Or was it just home to the densest mix of loud people and people who wanted to control those loud people?

Urban noise is obviously an important consideration. If you have to get up for work at 5 AM and someone or something is keeping you up, that is going to be supremely annoying. But if you're looking for something fun to do, then a noisy Brooklyn nightclub could be the cacophony of sounds that you're after.

When I first heard about the issue that we spoke about in yesterday's post, my mind immediately went to noise. I thought, "That must be it. Well-caffeinated coffee drinkers are disrupting the rest of the neighborhood!" I have no idea if that's actually a problem in this particular case, but it's often a thing.

According to Xochitl Gonzalez, rich people love quiet. Do you agree?

Seth Godin's blog post this morning, called "I hate this restaurant," is really excellent. I would encourage you all to read it. In it, he talks about a mismatch of expectations. More specifically, he gives the example of somebody going to a restaurant and not liking what's on offer, and therefore being upset. It's not that the food was bad or that the restaurant has failed, it's just that the person didn't get what they were expecting. There's a mismatch. And this, of course, happens all over the place and not just in restaurants. In his view, this failure is caused by a few different factors that ultimately result in us -- the people that are involved in everything from the arts to business -- having to make a decision about the kind of operation we would like to run. Below is an excerpt of those things. For the full post, click here.

This failure comes from a few contributing factors, all amplified by our culture:

First, you can’t know if you’re going to like an experience until you experience it. All you know is your understanding of what was on offer. And because there are so many choices and there’s so much noise, we rarely take the time to actually read the label, or we get carried away by the coming attractions, or we just don’t care enough to pay attention until we’re already involved.

[And marketers are complicit, because in the face of too much noise, they hype what’s on offer and overpromise…]

Second, because many people are afraid. They’re afraid of the new and even more than that, afraid of change. Most people in our culture would like to be entertained not transformed, lectured at instead of learning.

Third, the double-edged sword of giving everyone a microphone means that we’ve amplified the voices of dissent at the same time we’ve given people a chance to speak up about their desires. This means that mass culture is far more divisive than it ever was before, and it also means that bubbles of interest are more likely to be served.

And so the fork in the road:

You can either turn your operation into a cross between McDonald’s and Disney, selling the regular kind, pandering to the middle, putting everything in exactly the category they hoped for and challenging no expectations…

Or you can do the incredibly hard work of transgressing genres, challenging expectations and seeking out the few people who want to experience something that matters, instead of something that’s merely safe.