March 11, 2008

Deleveraging the Personal Brand

Hope is the worst of evils, for it prolongs the torments of man.
—Friedrich Nietzsche

Perhaps it is because I am within a day of finals again (damn quarter system!), but for that, or some other reasons not worth indulging in as public a forum as this, I have been thinking a lot about expectations lately—our own, those of others, and those of society—especially, the relationship of such expectations vis-à-vis the (patent) meaninglessness of life. In particular, how do we (in the royal sense) reconcile the lofty—and very likely, unattainable—expectations that we and others set with the certain and blinding futility of life? In a dense and meandering article last year, I suggested that the way to resolve this paradox was essentially to ignore it, letting hope and (daily) contemplations of suicide coexist uneasily, mentally disquieting though that approach may be. Today, I propose an alternative solution: deleveraging one's personal brand (as we say in contemporary parlance).