What Is EBC?

EBC - Extraordinary by Choice.

Sounds interesting. Pretty catchy too - it rolls off the tongue. But does it mean anything?

Have you ever come out of a death scroll feeling that you'll fade into the NPC rat race if you don't become a groundbreaking, self-employed business owner. What do they sell? Who knows. They don't even know.

Thousands of people worldwide are grinding, hustling, building their empires, becoming self-made. A generation of entrepreneurs convincing themselves that the only way to live is to work remotely from a different cafe everyday, donning oversized headphones and a portable charger large enough to power a submarine.

If you're reading this, this probably isn't what you want.

EBC is appreciation for discovering extraordinary amongst the ordinary.

EBC is a premise for living a satisfying and fulfilling life with what you have, rather than a relentless pursuit of what you don't have.

EBC is celebrating that each person gets to makes their own decision on what ambition, achievement and success means.

EBC is recognition that not everyone wants to change the world. Most of us just want to enjoy the world that we live in.

Subscribe today to find out more.

Launched in October 2026, Extraordinary by Choice is an independent publication founded by Dean Rutty.