But this is only part of the story, and it gets awkwardness wrong in important ways. Yes, awkwardness is caused by a failure to conform to existing social norms. But this failure isn’t individual and, rather than think in terms of awkward people, we ought to think in terms of awkward situations. And yes, awkwardness can be painful, and unpleasant. But it’s not embarrassing, and it’s nothing to be ashamed of. Contrary to popular belief, our awkward moments aren’t cringeworthy. Rather than cringing inwardly about them, we ought to examine them more closely. Because once we realise the true nature of awkwardness, we can stop seeing it as an individual failure and start seeing it as an opportunity for social change. In short: we should take awkwardness less personally, and more seriously.