The Missing Ingredient of Modern Life
This article explores the cultural phenomenon of 'maxxing,' a trend where individuals obsessively optimize every aspect of their lives for efficiency. The author argues that this behavior is a byproduct of a broader, industrial-era obsession with productivity that has permeated personal life.
Why it matters
Understanding the psychological impact of optimization culture provides insight into modern societal stressors and the commodification of personal habits.
Illustration by Cecilia Reeve September 4, 2026, 8 AM ET Share Save Listen − 1.0 x + Seek 0:00 10:35 Sign up for Ordinary Extraordinary , Ian Bogost’s newsletter on making everyday life vivid.
You have , by now, probably come across the notion of maxxing—looks-maxxing, sleep-maxxing, protein-maxxing, potassium-maxxing, sun-maxxing, testosterone-maxxing. Etymologically speaking, maxxing seems to be a descendant of somewhat recent slang—for those of us who remember the late 20th century, “maxin’ and relaxin’ ” and “to the max” both come to mind—but in practice, maxxing is a reductionist worldview cloaked in expansionist language.
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