Steve Maich and Lianne George drop by to explain why the world really is about you; their trend-watching book The Ego Boom draws from their observations of marketing and advertising. Doug Coupland reflects on the appearance of his novel Generation X on this year's Canada Reads shortlist. Editor and memoirist Diana Athill recalls stories of a young Mordecai Richler. (Her collected memoirs have just been released: Life Class.) And Bonnie Burnard finally has a new novel out. She speaks with Shelagh about Suddenly.

Music featured on this show: Luke Doucet, "Love Cats" from Blood's Too Rich.