The Self as Strategy

The toxic struggle to build a 'personal brand'

We live in an age in which the self has become a site of production. You optimise your routine and build your brand. You hustle, side hustle, just trying to survive. You are the project, yet also the product. The rise of influencer culture isn’t an aberration; it’s the logical outcome of a world in which survival requires constant self-curation.

Individu…