Choose Yourself

Choose Yourself Plot Summary

Introduction

The traditional systems that once defined our society are crumbling. For decades, people relied on institutions—corporations, governments, and educational systems—to choose them, validate them, and provide pathways to success. This foundation has eroded dramatically, leaving many feeling lost and uncertain. Yet within this apparent chaos lies unprecedented opportunity for those willing to recognize the fundamental shift occurring. At its core, this economic and social transformation demands that we take control of our destinies rather than waiting for permission or approval from gatekeepers. The notion of being "picked" for success has become obsolete. Instead, we must develop our physical, emotional, mental, and spiritual health as the foundation from which to launch our ideas and create value in the world. By understanding how to navigate this new landscape—how to choose ourselves rather than wait to be chosen—we can discover genuine freedom and prosperity even as traditional structures continue to dissolve around us.

Chapter 1: The Economic Reality: Why the Old System No Longer Works

For thousands of years, humans have been largely controlled by systems designed to subjugate the many for the benefit of the few. These power structures maintained control through violence, religion, communication channels, debt, and carefully cultivated class divides. The foundations of this system began to crack with innovations like the Gutenberg printing press, which allowed ideas to spread and multiply, eventually leading to the Renaissance, the Protestant Reformation, and the Industrial Revolution. The post-World War II era created a deceptive period of economic stability and growth. With men at war, women entered the workforce and discovered financial independence. When the war ended, the shift to dual-income households helped fuel unprecedented prosperity. Americans embraced what became known as the "American Dream"—a concept actually created as a marketing campaign by Fannie Mae to encourage mortgage borrowing. This narrative drove people to pursue suburban homes, cars, college education for their children, and an ever-expanding array of consumer goods. However, despite the appearance of prosperity, median earnings for male workers have been declining since 1970. This downward trend persisted through various economic bubbles—the stock market boom of the 1960s, inflation of the 1970s, the junk bond debt boom of the 1980s, the peace dividend and internet boom of the 1990s, and the housing bubble of the early 2000s. These were temporary measures masking the fundamental deterioration of middle-class economic security. When the 2008 financial crisis hit, it exposed the fragility of the entire system. Jobs disappeared permanently as companies discovered they could function with fewer employees. Technology, outsourcing, and productivity gains eliminated positions that would never return. The middle class, once the backbone of economic stability, began disappearing. This wasn't a temporary downturn but a structural transformation. Most significantly, this shift represents not just an economic crisis but a liberation from outdated paradigms. The institutions that once controlled access to opportunity—from publishers to record labels to corporate hiring departments—are losing their gatekeeping power. For those who recognize this reality and adapt accordingly, unprecedented opportunities await. The trick is not to fight against this transformation but to understand it and position yourself to thrive within it.

Chapter 2: The Daily Practice: Building Your Personal Platform

In the new economic reality, external validation no longer guarantees success or happiness. Instead, you must build an internal foundation strong enough to weather uncertainty and capitalize on opportunity. This foundation consists of four interconnected aspects—physical, emotional, mental, and spiritual health—that together form what can be called the Daily Practice. Physical health forms the base of this practice. Without a functioning body, nothing else matters. This doesn't require extreme fitness regimens or elaborate diets. Focus on basics: adequate sleep (seven to nine hours), nutritious food, minimal alcohol, and regular movement throughout the day. Even simple actions like taking short walks every ninety minutes or choosing stairs over elevators contribute significantly to overall wellness. Your body houses everything you do; when it's compromised, your ability to make good decisions and execute ideas suffers accordingly. Emotional health involves surrounding yourself with positive influences while minimizing exposure to energy-draining individuals and situations. This doesn't mean abandoning difficult relationships, but rather managing how much you engage with people who consistently leave you feeling depleted. Practice acknowledging when someone is driving you crazy without suppressing that feeling or engaging further. Notice patterns in your emotional responses and gradually reduce engagement with toxic situations. Your emotional state directly impacts your capacity for creativity and resilience. Mental health requires exercising your idea muscle daily. Like any muscle, your brain atrophies without regular use. Challenge yourself to generate ten ideas every day on any subject. These ideas don't need to be good; the purpose is to strengthen your ability to think creatively. When generating ideas becomes challenging—when your brain "sweats"—you're doing it right. This practice transforms you into an idea machine, capable of seeing solutions where others see only problems. Spiritual health involves living in the present moment rather than dwelling on past regrets or future anxieties. Practices like gratitude, acceptance, and mindfulness develop this aspect of health. Each morning, count specific things you're grateful for in your life right now. Throughout the day, catch yourself when you begin "time traveling" to past or future concerns, and gently return to the present. Recognize what you can and cannot control, and surrender to the reality that perfect control is impossible. The Daily Practice isn't about perfection but consistent effort. Even focusing on just one aspect each day gradually builds momentum. As these four dimensions of health strengthen and align, you develop the foundation necessary for choosing yourself successfully in this new economy. Without this foundation, external success remains fragile and unsatisfying. With it, you gain the resilience and clarity needed to navigate uncertainty and create genuine value.

Chapter 3: Cultivating Ideas: Becoming a Thought Machine

In a world where traditional career paths are disappearing, your ability to generate valuable ideas becomes your most precious asset. Yet most people struggle with ideation, waiting passively for inspiration or divine intervention. This approach misunderstands how the creative process actually works. Like any skill, generating ideas requires consistent practice and deliberate development. The idea muscle atrophies quickly without use. Even if you've been creative previously, taking just two weeks off can significantly diminish your capacity for innovation. Stephen King experienced this when an accident prevented him from writing for several weeks; when he returned, he found the words didn't connect properly. His writing muscle had weakened and needed rehabilitation. Your idea muscle works the same way, requiring daily exercise to maintain its strength and flexibility. To build this muscle, commit to writing down ten ideas every day. The subject doesn't matter—business concepts, book titles, gift suggestions, ways to improve a tennis racquet—anything that forces your brain to work creatively. The key is generating at least ten ideas, as this creates the necessary mental strain. Your brain should "sweat" during this process. The first few ideas typically come easily, but reaching ten often requires pushing beyond comfortable thought patterns. This stretching is precisely what strengthens the idea muscle. Reading widely further enhances your ideation capacity. Expose yourself daily to chapters from books on different topics—perhaps a biography, a scientific text, literary fiction, and philosophy. This diverse input creates cognitive collisions where seemingly unrelated concepts connect in unexpected ways. Great ideas rarely emerge from isolation; they result from these collisions between existing concepts. The more varied your inputs, the more unique your potential outputs. Breaking routine also stimulates creative thinking. When facing creative blocks, shake up your patterns—take a walk at dawn instead of reading, split your sleep into shorter segments, write handwritten letters instead of emails. These disruptions confuse your conscious mind just enough to allow subconscious insights to surface. This explains why breakthrough ideas often arrive during showers or just before sleep—moments when the analytical mind temporarily relaxes its grip. Revisiting childhood passions can unlock dormant creativity. We only truly remember things we were passionate about. Think back to what fascinated you at age five, ten, fifteen—these interests reveal your authentic curiosities. Often, combining these early passions with your adult knowledge creates fertile ground for unique ideas. The intersection of seemingly disparate interests frequently yields the most valuable innovations. Ultimately, becoming an idea machine isn't about generating one brilliant concept but developing the capacity to produce thousands of ideas over time. Quality emerges from quantity. By consistently exercising your idea muscle alongside physical, emotional, and spiritual health practices, you create the conditions for valuable insights to emerge naturally. This ability to generate solutions and opportunities becomes increasingly valuable as traditional structures continue to dissolve, positioning you to thrive in the new economic landscape.

Chapter 4: Rejections and Failures: Stepping Stones to Success

Rejection forms an inevitable part of the human experience, yet our response to it dramatically shapes our potential for success. Many people allow rejection to define them, either retreating entirely or lashing out defensively. These reactions miss the transformative opportunity that rejection presents—the chance to refine both our offerings and ourselves. Our physiological response to rejection evolved for different circumstances than we face today. When rejected, our bodies produce stress hormones like cortisol, preparing us for "fight or flight" responses. This served our ancestors well when rejection might signal exclusion from the tribe—a potentially fatal outcome. However, in contemporary settings like business meetings or creative endeavors, these same biological responses become counterproductive. We cannot physically fight or flee from a publisher's rejection letter or an investor's decline. People with lower levels of oxytocin—sometimes called the "trust hormone" or "love hormone"—experience more acute social anxiety around rejection. Interestingly, this hormone can be boosted through various practices that form part of the Daily Practice: proper nutrition, regular exercise, positive social connections, and cultivating gratitude. This biological reality underscores how our physical and emotional health directly impacts our resilience in the face of rejection. Rather than dwelling on the past to understand the roots of rejection sensitivity, focus on building a positive foundation moving forward. When rejection occurs, use it as information rather than condemnation. Ask: How can I improve my offering? Can I expand my potential audience rather than fixating on this single gatekeeper? Should I adjust my approach? Rather than viewing rejection as failure, see it as data gathering that informs your next iteration. Remember that rejection is statistically normal. Sara Blakely, founder of Spanx and self-made billionaire, was rejected by every hosiery manufacturer she approached. Colonel Sanders reportedly received 1,009 rejections before finding a partner for his chicken recipe. J.K. Rowling's Harry Potter manuscript was rejected by twelve publishers. The difference between those who ultimately succeed and those who don't isn't the absence of rejection but their response to it. When faced with rejection, avoid the common trap of limiting your options to a single decision-maker. In the Choose Yourself era, the gatekeepers have lost much of their power. If publishers reject your book, self-publishing provides an alternative route to readers. If record labels aren't interested, platforms like YouTube and Spotify allow direct connection with audiences. If employers don't recognize your value, entrepreneurship offers another path. Every industry now offers multiple avenues to success that bypass traditional gatekeepers. The ultimate freedom comes from recognizing that rejection rarely reflects your intrinsic worth. It's simply one person's or organization's assessment based on their specific needs, biases, and limitations at a particular moment. By building your physical, emotional, mental, and spiritual foundation, you develop the resilience to see rejection as a redirection rather than a roadblock—just one step in the larger journey of choosing yourself.

Chapter 5: Entrepreneurship: Creating Value in the Choose Yourself Era

The entrepreneurial landscape has fundamentally transformed. Previously, entrepreneurship meant securing funding, hiring employees, and building a traditional business structure. Today, it encompasses a much broader spectrum of activities—from freelancing to creating digital products to establishing personal platforms—all unified by a single principle: directly creating value without institutional permission. True entrepreneurship begins with solving problems. Sara Blakely didn't set out to build a billion-dollar company; she simply wanted to solve the problem of visible panty lines and uncomfortable undergarments. When she cut the feet off her pantyhose one day to wear under white pants, she unknowingly took the first step toward creating Spanx. Similarly, Bryan Johnson founded Braintree payment processing after identifying problems merchants faced with credit card services. Both entrepreneurs recognized inefficiencies or pain points that existing institutions weren't addressing. Modern entrepreneurship requires a radical honesty about what you can contribute. Rather than claiming expertise in areas where you have none, focus on genuine value creation based on your actual knowledge and abilities. When Tucker Max created his publishing company to release his book "Hilarity Ensues," he wasn't pretending to be a lifelong publishing expert. He simply recognized that he could perform the necessary functions without the traditional middleman, allowing him to retain 80% of revenues rather than the standard 15% offered by publishers. The internet has dramatically lowered barriers to entry across nearly every industry. Musicians can reach audiences directly through streaming platforms rather than requiring record label distribution. Writers can self-publish rather than securing agent representation. Programmers can create applications without corporate backing. This democratization means that entrepreneurial success increasingly depends on creating authentic value rather than navigating institutional approval processes. Contrary to popular mythology, entrepreneurship doesn't require working twenty-four hours a day. The most successful entrepreneurs work smarter, not harder, focusing their energy on high-impact activities. They recognize when to say no to opportunities that don't align with their strengths or values. They understand that traveling constantly for meetings rarely generates as much value as focused creation. They build relationships with competitors rather than viewing business as a zero-sum game. The most significant advantage entrepreneurs have in the Choose Yourself era is freedom from dependency on single decision-makers. When your livelihood depends on one boss, one client, or one investor, you remain vulnerable to their whims and limitations. By developing multiple revenue streams and building direct relationships with those who benefit from your work, you create resilience against individual rejection or failure. Ultimately, entrepreneurship in this new economy isn't just about making money—it's about creating systems that allow you to contribute value authentically while maintaining control over your time, energy, and creative direction. It's about choosing yourself rather than waiting for institutions to choose you, and in doing so, discovering both financial sustainability and personal fulfillment.

Chapter 6: Authenticity: The Currency of the New Economy

In an age of unprecedented connectivity and information access, authenticity has emerged as the most valuable currency. Traditional marketing tactics and carefully constructed personas increasingly fall flat as consumers and audiences develop sophisticated filters for detecting inauthenticity. What resonates instead is genuine expression—the willingness to share both strengths and vulnerabilities without manipulation or pretense. This shift toward authenticity manifests most visibly in how successful creators engage with their audiences. Alex Day, a musician who has achieved remarkable success without record label support, maintains a 3:1 ratio of non-music videos to music videos on his YouTube channel. Rather than exclusively promoting his product, he shares his authentic self, allowing viewers to connect with him as a person. This approach creates a foundation of trust that extends to his music. When he released an album the same day as Justin Timberlake's highly promoted offering, Alex's outsold it on iTunes UK—a testament to the power of authentic connection over corporate marketing. Honesty compounds exponentially over time. Being truthful in business dealings, giving credit generously, acknowledging mistakes openly, and making good on promises creates a network effect of trust that amplifies opportunities. The momentary advantage gained through deception inevitably unravels, while consistent honesty builds a reputation that attracts increasingly valuable connections and possibilities. This principle operates across all domains, from creative pursuits to business ventures to personal relationships. The rise of individual media has fundamentally altered how authenticity functions in the marketplace. Previously, creators needed to appeal to gatekeepers who would broadcast their work to mass audiences. Now, creators can build direct relationships with their specific audiences through platforms like blogs, podcasts, YouTube channels, and social media. This direct connection rewards authentic expression that resonates with particular communities rather than diluted messaging designed to appeal to everyone. Genuine value creation forms the foundation of authentic exchange. Google exemplifies this principle through its search function—freely directing users away from its own site toward whatever will best serve their needs. By focusing first on providing genuine value rather than maximizing engagement or immediate profit, Google established itself as the trusted source people return to repeatedly. Similarly, individuals who generously share knowledge, make helpful connections without expectation of return, and prioritize audience needs over self-promotion build lasting influence. Vulnerability, counter-intuitively, strengthens rather than diminishes authentic connection. When Kamal Ravikant fell seriously ill after his company faltered, he openly shared his journey back to health through his book "Love Yourself Like Your Life Depends on It." Rather than pretending to be perfect or hiding his struggles, he transformed his vulnerability into value for others facing similar challenges. This authentic sharing resonated so deeply that the self-published book became a bestseller through word-of-mouth alone. In the Choose Yourself era, authenticity isn't just morally preferable—it's strategically essential. As institutional credibility declines and individuals gain greater capacity for direct connection, the ability to engage authentically becomes the critical differentiator between those who thrive and those who struggle. The most valuable personal platform isn't built on careful image management but on consistent, honest value creation that earns genuine trust.

Chapter 7: Mastering Emotional Health for Long-term Success

Emotional health constitutes perhaps the most frequently overlooked component of sustainable success. While society readily acknowledges the importance of physical fitness and mental acuity, emotional well-being often receives attention only after significant damage has occurred. Yet research increasingly demonstrates that emotional states profoundly impact decision-making, creativity, resilience, and ultimately, our capacity to create value over time. The biological underpinnings of emotional health reveal why it matters so critically. When we experience chronic stress, fear, or anxiety, our bodies produce cortisol—the "fight-or-flight" hormone designed for immediate physical threat response. Prolonged cortisol elevation inflames the vagus nerve, which connects the brain to major organs, potentially contributing to serious health conditions. Conversely, practices that release oxytocin—the "connection" hormone—reduce inflammation and promote both emotional and physical well-being. Several practical approaches can systematically improve emotional health. Physical touch, particularly hugging those you care about, triggers oxytocin release. Social connection, even through platforms like Facebook when used to genuinely connect rather than compare, produces similar effects. Laughter, deep breathing, trustworthy relationships, and even certain foods like eggs, bananas, and peppers can all contribute to improved emotional regulation through hormonal balance. Beyond biochemical interventions, emotional health requires boundary-setting around negative influences. This doesn't mean avoiding all challenging situations but rather being intentional about exposure to chronically depleting people or environments. When someone consistently drains your energy through negativity, complaints, or criticism, recognize this as a threat to your emotional foundation. Rather than engaging endlessly, acknowledge the impact, reduce exposure when possible, and preserve your emotional resources for creative endeavors. Opinions represent a particular emotional drain worth examining. Holding rigid opinions requires significant energy to defend, creates unnecessary conflict, and often serves primarily to reinforce identity rather than discover truth. Experiment with converting definitive statements ("This is wrong!") into questions ("Is this wrong?"). This shift from certainty to curiosity doesn't just improve relationships—it liberates mental and emotional resources previously consumed by defensiveness. Letting go of perfectionism similarly conserves emotional energy. The relentless pursuit of flawlessness guarantees disappointment, as no creative work or business venture ever achieves perfection. Even Woody Allen, after decades of acclaimed filmmaking, described all his works as "imperfect" and "great disappointments" compared to his original vision. Yet rather than abandoning creativity, he continued producing films annually, accepting imperfection as inevitable while continually stretching his boundaries. This approach—commitment to excellence without attachment to perfection—preserves the emotional resilience necessary for sustained creative output. Perhaps most fundamentally, emotional health requires recognizing that external achievements cannot compensate for internal imbalance. No amount of financial success, public recognition, or material acquisition fills the emotional voids created by unaddressed fears, unprocessed grief, or unhealed trauma. By attending to emotional health alongside physical, mental, and spiritual well-being, you build the comprehensive foundation necessary for navigating both success and setback in the Choose Yourself era—ensuring that when opportunities arise, you have the emotional capacity to embrace them fully.

Summary

The fundamental transformation reshaping our world extends far beyond economic disruption—it represents a profound shift in how value is created and distributed. As traditional structures continue dissolving, the ability to generate ideas, build direct connections, and deliver authentic value without institutional permission has become the defining advantage of our era. The individuals who thrive aren't necessarily the most credentialed or well-connected, but those who systematically develop their physical, emotional, mental, and spiritual health while consistently creating value on their own terms. The path forward requires embracing a paradox: choosing yourself isn't about isolation but connection. It means taking responsibility for your contribution rather than waiting for validation, while simultaneously building networks that amplify your impact. It means developing resilience against rejection while remaining open to feedback that spurs growth. Most importantly, it means recognizing that genuine success emerges not from external validation but from internal alignment—from building a life where your actions reflect your authentic values and strengths. In this way, the apparent crisis of our institutions reveals itself as an invitation to greater freedom—freedom to create, connect, and contribute in ways previously unimaginable for those willing to choose themselves.

About Author

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James Altucher

James Altucher is a writer, successful entrepreneur, chess master, and investor.He has founded over 20 companies and sold some of them for large exits. He has also run venture capital funds, hedge funds, angel funds, and currently sits on the boards of many companies.He has written and been profiled in most major national media publications like the Wall Street Journal, The Financial Times, CNBC, Forbes, and Business Week.His blog, which began by detailing Altucher's precipitous fall from wealth and success to absolute rock bottom and then back to wealth, has attracted more than 10 million readers since its launch in 2010, and in 2011 inspired a comic book.

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