I remember reading Disrupted by Dan Lyons a few years ago and found myself nodding along. Yes, the HubSpot cult is ridiculous. Yes, startup culture is toxic. They tricked young people into burning out for shareholder value and somehow made them thank them for the privilege. I swore I’d never drink the koolaid. But here’s the thing: by perpetually abstaining, you risk missing out.

Maybe it’s Google or the latest pop star's new hit track. Maybe you despise professional sports and think it’s just meatheads bashing each other into early retirement. And maybe you’re right. Maybe some people are sheep, blindly following the herd. But have you considered that, for some, drinking the koolaid isn’t about conformity? Maybe it’s about finding connection, even joy, in a sea of loneliness. Is it at all possible that you’re wrong? That the wisdom of the crowd sometimes prevails, and your anti-establishment stance is just a shield? Maybe you’re afraid of looking foolish if you let yourself enjoy something other people also enjoy.

It’s not as though you need to drink from every punch bowl you come across, but it’s important to understand, on a deeper level, why any group of people might feel enthusiastic about something. This is especially true when it’s a topic you don’t understand.

The last time I tested this theory was at a fashion show with my cousin-in-law. I am absolutely not a fashion person. If you know me, I don’t need to tell you this. If you follow me online and have seen my pictures, I don’t need to tell you this. I’ve spent many conversations tearing into how ridiculous fashion is, how it makes no sense, and how it’s a silly waste of money. To paint the picture of how hypocritical and selfish that thought process is, let me describe my current setup. I’m writing this on an 8BitDo Retro Mechanical Keyboard, using a Samsung 49-inch widescreen monitor, with a Keychron K3 optical mouse that has adjustable speed settings, for crying out loud. Just because I’m into these things doesn’t make them better than someone else’s passions. Sidebar: Feels like I’m leaving money on the table by not Amazon-affiliating all those product mentions, doesn’t it?

To remind myself that my enjoyment isn’t better than someone else’s, I went to the fashion show. And you’re not going to believe it, but it was actually great. It was great because I decided to drink the koolaid before I went. I immersed myself in it. As it turns out, science has a lot to say about the idea that immersing yourself in something can actually make it more enjoyable.

A study published in the Journal of Marketing found that generating content during an experience, like taking photos at an event or writing about it, can increase feelings of immersion. This immersion makes time feel like it passes more quickly, which in turn enhances enjoyment. In short, the act of engaging deeply with an activity doesn’t just pass the time; it amplifies how much fun you have while doing it.

This idea isn’t limited to things you already enjoy. Another study published in Frontiers in Psychology explored how immersive environments, such as virtual reality, enhance the enjoyment of learning experiences. The researchers found that the deeper the sense of presence, the more engaging and enjoyable the activity became. Although this study focused on art education, it reinforces the broader idea that diving in with an open mind and being fully present in an experience leads to greater satisfaction.

So the next time you find yourself watching other people enjoy something that doesn’t feel highbrow enough for you, maybe try it out. Take a sip, and who knows? You might like it. Just don’t finish the whole punch bowl. Society still needs people who question the koolaid, even while sipping it.