Book excerpt: “On Individualism and Conformity: Borat, Wall Street and the Problem with Cults,” embarks on a discussion of the current conceptions of individualism and identity in the United States, and how this gets warped in such a way as to actually reinforce conformity and compliance. This is the first in a series of essays making up what was titled, somewhat tongue in cheek, The Brain Trust, a collection of essays covering topics of philosophy, psychology and politics by Jules Okapi, and mainly dealing with concepts of identity in the West and how they impact individual and societal health.