The new observational comedy book
When did this
become normal?
A funny, frustratingly true look at modern life and how we all somehow agreed that this madness was perfectly normal.
5 star reader reviews on Amazon
What readers say
Turns out we're all
thinking the same thing.
"Very relatable, funny and easy to read"
A perfect holiday read about the madness we now call normal.
John G., Spain
"One of the funniest books I've read in a long time."
A sharp, relatable and brilliantly funny read.
Ally K., Cayman Islands
"This is funny as F!"
Bought it, read it, am humbled by it.
Anita P., Marbella, Spain
"A laugh at every page turn."
Funny, thought-provoking and so relatable. A brilliant read that makes you laugh and think.
Donna O., United Kingdom
"A light-hearted chuckle at many of the things sent to try us in modern life."
A light-hearted chuckle at many of the things sent to try us in modern life.
Carl J., United Kingdom
"Written about my life!"
OMG! It feels like it's been written about my life! A must read.
Bella W., United Kingdom
"A very funny reminder."
That perhaps we should occasionally stop and ask, when exactly did this become normal?
Yvonne O., United Kingdom
"Most 17 year old daughters cringe at their father's humour."
I have to fight the tears.
Daniela G., Spain
"Even the goat couldn't put it down."
A brilliantly funny look at modern life. Relatable, ridiculous and definitely worth chewing over.
Billy G., United Kingdom
"A brilliant book! So funny!"
I can relate to so many things in it. It has my vote!
Paul B., United Kingdom
"Very relatable, funny and easy to read"
A perfect holiday read about the madness we now call normal.
John G., Spain
"One of the funniest books I've read in a long time."
A sharp, relatable and brilliantly funny read.
Ally K., Cayman Islands
The question we're all thinking
Nobody voted for any of this.
It just happened.
- 01
When did parking your car require an account?
- 02
When did calling customer service involve proving to a robot that you're not a robot?
- 03
When did restaurants replace menus with a QR code and a prayer?
- 04
When did every fridge need Wi-Fi and every kettle need an app?
- 05
When did we start having meetings about meetings?
- 06
When did a password need a symbol, a number, a capital letter and a blood sample?
- 07
When did watching television require four subscriptions and a search party?
- 08
When did buying a coffee involve downloading something?
- 09
When did we agree that 'accept all cookies' counted as a decision?
A whole book of exactly this. Asked out loud, for once.
Read more observationsInside the book
The world has gone mad.
We just didn't notice until
it became normal.
We live in the most advanced, connected and "convenient" age in human history. And yet life somehow feels more complicated, more stressful and more absurd than ever.
When Did This Become Normal? is a sharp, funny and painfully accurate look at modern life and the brilliantly bonkers world we've all somehow learned to accept.
From Wi-Fi fridges and tip screens to AI chatbots, endless passwords and meetings about meetings, this book calls out the everyday madness we've all stopped questioning… and asks the obvious question: when did this become normal?
Because sometimes the only way to make sense of modern life… is to laugh at it.
About the author
Tony Gutierrez
Tony has spent over 30 years in sales, marketing and business, working with brands, companies and consumers across multiple industries.
In that time he has watched technology, advertising, business and modern life evolve… and spiral, creating many of the absurdities covered in this book.
When he's not building businesses, he's usually observing life, shaking his head and wondering, like the rest of us…
When did this become normal?
The series
Book one of many.
The madness isn't slowing down.
New books, new observations and the ongoing question nobody wants to answer. If something out there made you stop and think "hang on, when did this become normal?", it probably belongs in the next one.
Book 2 · Coming late 2026
When Did This Become Normal? Business
A funny, frustratingly true look at modern business and how we all agreed to this madness. Meetings about meetings, jargon, endless approvals and the email that could have been a Slack message.
Book 3 · Coming in 2027
When Did This Become Normal? Spain
A funny, frustratingly true look at life in Spain and how some of us agreed to this madness. Cita previa, the NIE, one missing document and a folder that never stops growing.
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