The paradox of an instant, worldwide, connected marketplace for all goods and services:

All that succeeds is the unreasonable.

You can get my attention if your product is unreasonably well designed, if your preparation is unreasonably over the top, if your customer service is unreasonably attentive and generous and honest. You can earn my business or my recommendation if the build quality is unreasonable for the intended use, if the pricing is unreasonably low or if the experience is unreasonably over-the-top irresistible given the competition.

Want to get into a famous college? You'll need to have unreasonably high grades, impossibly positive recommendations and yes, a life that's balanced. That's totally unreasonable.

The market now expects and demands an unreasonable effort and investment on your part. You don't have to like it for it to be true.

In fact, unreasonable is the new reasonable.