What it really means is ‘be more yourself,’ where ‘yourself’ is a consistent and recognizable pattern of habits, desires and drives that can be more easily advertised to and appropriated, like units of capital,” she writes. “Ultimately, I argue for a view of the self and of identity that is the opposite of the personal brand: an unstable, shapeshifting thing determined by interactions with others and with different kinds of places.” In other words, to regard yourself as nebulous, amorphous, a product of and contributor to your environment. To neither lean in nor out, but to take a look around.
