The buzz session is one example of how supervisors attempt to motivate workers in call centres. The two trainers who led these sessions always stressed how important it was to be in the right mood to sell. The problem for management is how you go about doing this. None of the workers want to be at work, as is common in these kinds of part-time jobs. Most have other interests, passions or things they would rather be doing. The buzz session is an attempt, as Carl Cederström and Peter Fleming argue, ‘to inject life into the dead-zone of work’. This means management actively encouraging workers to ‘just be yourself!’. The characteristics discouraged in the Fordist workplaces of the past are now demanded: personality, quirks, different tastes and so on. Despite the regulation of the labour process, ‘there is no better call center worker than the one who can improvise around the script’. This requires the worker to ‘breathe life into a dead role and pretend their living death is in fact the apogee of life’.