If you don’t market yourself… who will?

Shamelessness as the greatest trait of an entrepreneur

Modern society says:

Thou shalt not elevate thyself.

Also:

Thou art ordinary and mediocre. To try to market yourself is despicable and sinful.

Why is it considered amoral to market yourself?

In America, it is strange —

On one hand, we are encouraged to be individualistic and to stand out. Yet, in reality .. to be a true individual is looked down upon.

My theory:

Modern capitalist and consumerist society prizes individualism via consumerism (what you buy, wear, and drive), but discourages TRUE individuality, which is your personality, your guts, courage, and your self.

What is marketing anyways?

If you are part of a modern capitalist culture (we all are), then … we are part of the world ‘market’. Basically think of a traditional market. Same thing.

In a traditional Middle Eastern Market (or Asian Market) we got buyers, sellers, producers, middle-men, etc. And what is your task?

To attract others to buy your stuff.

How does one do that? Through trust, building long-term relationships with some people, and also by distinguishing oneself. Either through prices, higher quality, etc. Everyone has their edge or angle.

Marketing yourself for the few or many?

Now this is where things get very philosophical:

Do you want to market yourself for the many (mass market) or for the few, the privileged, luxury market (boutique market)?

Further thoughts on Luxury vs Mass Markets >


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