Meet Joe Smith. You might think you know a kid like him, but really there is none quite like him. He's an average kid, averagely successful, born in an average family to a most average pair of parents. But things are about to change. When we start this adventure with him it is to wake up to the news – beamed to the nation on breakfast TV – that he has been declared the most perfectly average child in the land. Yes, he is superlative in how average he is. What does this mean? Well, it means the vaguely bullying kid at school calls him "Average Joe", and it means that his dad suddenly breaks from the average norm and has the hottest chilli imaginable on takeaway night. Oh, and that he is a perfect match for all the focus groups, consumer testers and suchlike, who need to know what the average Joe likes best, and hang the homogenisation.
What this means for Joe is a mahoosive amount of free stuff, parades through fast food development centres where everything is tuned to his average taste buds, and so on. What this means for his family is not so good – his younger sister feels neglected by it all, and his father is forever stuck with the tag of being average that he just hates. What it means for us is a really breezy and yet meaningful read, full of fine laughs and sarcasm (sorry, Milton Keynes), and a great story about how the dream-come-true can only sour. Having read David Baddiel's book about a kid thrust into fame, I spoke aloud about how great a book could be if it made the art of not going viral popular. This, that and my non-existent volume would make a fabulous trinity, I think, about how modern life is perceived – how we're led into thinking a particular way, to abide by the algorithms and to hit the right marks to make a success for someone else.
To me, then, this made for a really eye-opening, original concept, and a remarkable look at a specific factor of current times. To the target audience – and indeed to everyone, mind – it is a right dollop of fun, conveying its moral with clever ease, and being really, really entertaining with it. It's two from two when it comes to high-concept stand-alone novels from Mr Wallace. And that ain't the average.