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‘Suddenly, it was everywhere’: why some books become blockbusters overnight

Whether it’s through TikTok buzz, celebrity endorsements or good old-fashioned word of mouth, some titles enjoy a second, more powerful, life. But what unites them – and is there a formula for this type of success?

There is a particular kind of literary deja vu that strikes sometimes. Seemingly out of nowhere, the same book starts appearing across multiple social media feeds. On the bus, you’ll spot two copies of the same title in one day. A friend says, “Have you read this yet?”, to which you respond, “Someone was just telling me about it the other day.”

These are the sleeper hits that seem to materialise without warning. They are not stacked high on the new release tables. They are books that, for one reason or another, have slipped their original timelines and found a second, often more powerful life.

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‘If I was American, I’d be worried about my country’: Margaret Atwood answers questions from Ai Weiwei, Rebecca Solnit and more

Democracy, birds and hangover cures – famous fans put their questions to the visionary author

After the ­phenomenal global success, not to mention timeliness, of the TV adaptation of The Handmaid’s Tale in 2017, Margaret Atwood has been regarded as “a combination of figurehead, prophet and saint”, the author writes in her new memoir Book of Lives. Over 600 pages this “memoir of sorts” ranges from her childhood growing up in the Canadian backwoods to her grief at the death of her partner of 48 years, the writer Graeme Gibson, in 2019, with many friendships, the occasional spat and more than 50 books (including Cat’s Eye, Alias Grace and the Booker prizewinning The Blind Assassin and The Testaments) in between.

The author, who turned 86 last week, always likes to take the long view, often from a couple of centuries’ distance. As Rebecca Solnit notes below, she now has a long view of our times. Age and the freedom of being a writer (as she says, she can’t get sacked) make her fearless in speaking out.

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Is there a dark side to gratitude?

Feeling thankful is increasingly touted as a cure-all, but sometimes there are reasons not to be grateful

The word “gratitude” is everywhere these days. On mental health leaflets and in magazine columns, emblazoned on mugs and motivational posters. All this is the result of more than two decades’ research in positive psychology which has found that having a “gratitude practice” (usually jotting down three to five things you are thankful for most days) brings a host of psychological and physical benefits.

I don’t want to seem, well, ungrateful. I’m a sceptical historian, but even I was persuaded to take up the gratitude habit, and when I remember to do it, I feel better: more cheerful and connected, inclined to see the good already in my life. Counting your blessings, whether that’s noticing a beautiful sunset or remembering how your neighbour went out of their way to help you earlier, is free and attractively simple. But there’s the problem. In our eagerness to embrace gratitude as a cure-all, have we lost sight of its complexity and its edge?

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