Based on the author's Castle Lectures at Yale, the book is a sociological study of the influence of the New Economy on human relationships.

Sennett describes the transformations that have taken place in postmodern capitalism as corporations have become more diffuse, unstable, and decentered.

However, in the latter half of the 19th century, business was modelled on predictable military lines where all roles were defined and career progression could be mapped out.

Therefore, in large modern businesses, the majority of workers face uncertainty and find it difficult to conceive of a life narrative.

Products such as cars are physically very similar, but branding creates differences on minor issues revolving around appearance and emotion.