“This approach to markets and governments, commonly called neoliberalism by its critics, has grown increasingly dominant. As this theory moved off the page and the blackboard, people who wanted to live according to neoliberal principles ran into a basic problem. This is a specific way of dealing with markets, even for those committed in principle to capitalism. So, as more governments and businesses adopted market measures as often as possible, new ways of talking about many aspects of life, including work and careers, arose. Every total way of life, after all, requires its own vocabulary.”