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#002
#002
My Self Startup
My Self Startup
April 19, 2025 / Read time: 4 minutes
You are not a project in constant reboot. You are your evolving Self.
You are not a project in constant reboot. You are your evolving Self.
Today, the idea of “starting over” has become a product.
In the attempt to find a new direction in life, many fall into cycles of shallow motivation, generic techniques, and prepackaged advice.
The promise that “self-entrepreneurship” is merely a matter of attitude has emptied the concept of identity.
We’ve mistaken the Self for performance, image, or instant self-improvement.
In recent years, I realized it made no sense to think in terms of reinvention.
The more powerful metaphor was not about starting over — it was about authenticating the system.
That’s when the concept and this newsletter, My Self Startup, were born:
To treat the discovery of one’s essence — the Self itself — as a strategic enterprise, not as an emotional draft.
This metaphor changes everything: you’re not starting from scratch.
You begin to manage this inner authentication with intentionality, clarity, and direction.
What changes when you embrace this model?
What changes when you embrace this model?
Here are three core principles of the My Self Startup mental model — and how to apply them:
1. Your personal brand is your personal business model
Just as a startup needs a clear purpose, your personal brand requires clarity about your existential value.
→ Ask yourself: What drives me beyond distractions? What defines me, beyond what the market tries to sell me?
2. You are the author of your internal operating system
We can design values, decisions, habits, and beliefs.
→ Think like an architect. Don’t just live — structure how you live.
3. Self-awareness without strategy becomes unproductive contemplation
The Self does not just need to be understood.
It needs to be designed, tested, adjusted, and validated in the real world.
→ Rehearse less. Iterate more. Your ideal Self needs action, not idolization.
What to do with this?
What to do with this?
Stop asking how to start over.
Start asking: “What do I need to build within me to become who I want to be?”
You’re not lost.
You simply need to cultivate more clarity, discipline, and courage to strengthen the genesis of this tree that represents your Self — like someone who leads a brand: subordinating all its dimensions to its essence.
As someone inspired by these thinkers on my journey, I often return to their words —
Carl Jung wrote, “You will find what you most need where you least want to look,” highlighting that courage is needed to confront the shadow on the journey of the Self.
Ortega y Gasset reminded us, “I am I and my circumstance, and if I do not save it, I do not save myself,” recognizing the radical responsibility of self-authorship.
Kierkegaard warned us, “Most people are lost because they avoid becoming individuals,” emphasizing that authenticity requires conscious decision.
And Jordan Peterson states it clearly: “You must determine who you are and forge your personality with discipline and responsibility, or you will be a puppet of circumstance.”
It is in this intersection between essence, action, and deliberate attitude that we find not only strategic clarity, but true personal fulfillment.
For today, that's it. See you next Saturday.
Prefer listening over reading?
Prefer listening over reading?
This short audio reflection from My Self Startup: Beyond the Newsletter Cast is for you.
In under 10 minutes, explore the key ideas from this edition — designed for those who absorb insights better by listening.
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