The book features responses by members of the general public to 12 illustrated projects carried out by Industry of the Ordinary, as well as an extended interview with Adam Brooks and Mathew Wilson by Corey Postiglione and an essay about the collaboration by Susan Snodgrass.

All photography by Industry of the Ordinary except: Ten– Blake Noah and Greg Stimac; Batter–Blake Noah; Match of the Day 2 (cover)–Greg Stimac; For Bas Jan Ader, Charles Ray and Erwin Wurm–Greg Stimac. Industry of the Ordinary gratefuly acknowledge the invaluable contributions of these photographers.

Thanks to the Museum of Contemporary Photography for hosting the launch event for the book.