The Hustler's Folly
Introduction
In recent years, a slang term people used to represent an individual's personality, interest, and ideals was their brand. For example, it is on brand for you to tell a joke, or be clumsy etc.. Though, I've found this usage of the word to be indicative of something somewhat damaging that manifests in several forms across the internet. That being, classification of self as an accumulation of behaviors, traits, and beliefs that generate income. I've seen this marketed as a "grind mindset" or "hustler mentality". Despite the cartoonish levels of hyperbole surrounding communities like entrepreneurial finance gurus and self help, it provides an opportunity to assess how this idea of self worth equating to dollars has infested the minds of vulnerable people around the world. Let's start with a thought exercise.
Day in The Life
It's 2PM on a Wednesday, you fell asleep at 9am after a 12 hour League of Legends session where you lost just as many ranked games as you won. But it's because everyone else was griefing. You turn over to check your phone and see 20 or so notifications from Snapchat and Tinder. Dating people you knew was too risky so you decided to see if anyone in a 30 mile radius found you attractive. (Most don't) However, those who do don't last long before they stop replying. You think, "maybe they're just busy" only to find a week later they're posting selfies with their new boyfriend. But it's their fault for being too shallow to get to know the real you. You have about $200 in your bank account which will all be promptly spent on more drinks and video games. But wait! Who's this hot guy with the fancy suit and hundred thousand dollar car? He tells you what you know in your heart to be true:
"It's not your fault you're a loser. Everyone else is the problem. They want your attention and your money. Don't give it to them. Here's how to be free."
Finally, someone understands what you're going through. You immediately go to their website to see what they suggest you do. Simply give THEM your attention and money, and in return they'll give you the keys to incomprehensible wisdom.
Reality Check
I know it can be hard to think of things more important in life than your image. After all, as most of my peers grew up in the age of social media, we were wired to share everything. Through maximizing our apparent influence in the digital space, we expected social credit in the real world. And, in some cases, that social credit was a very real thing. Yet, there are two immediate problems with clout chasing.
- "Faking until you make it" only works if nobody knows you are faking it.
- In surrendering empathy for the sake of perceived personal gain, you are contributing to the very problem you claim to be a victim of.
Who are you?
The essence of this whole dynamic between the guru and the everyday person is identity. At stages of our lives where we don't know who we are, or the type of person we want to be, it's easy to simply distill your aspirations to that of "I want to be successful". People are taking advantage of this by trying to convince you that success is a personality. Additionally, in further reducing success to be equal to how big your bank account, or social media followings are; we inadvertently dehumanize and dilute individuality in order to simply optimize our life around an arbitrary formula for success.
The idea of the self as a "brand" pushes this narrative that your identity is closely linked to your success. Therefore, the experiences you have in which you're thinking in terms of "is this on-brand?" feel soulless. So many of our interactions are becoming digitized, on platforms which already try to make a product out of you. I'd encourage anyone to not do the work for them by making a product out of yourself. We shouldn't idolize people who have reduced themself to just that. Rather, celebrate people who are fulfilled doing what they love.