You, Inc., Part Two

By Steven Pressfield | |

The concept of You, Inc. is a direct application of the idea of self-motivation instead of externally-imposed motivation, self-discipline in place of outside discipline, self-reinforcement in the stead of Third Party Validation.

You, Inc. are two persons. You’re the CEO, who directs the operation, who sees the Big Picture, who gives the orders. And you’re the working stiff, the foot soldier who actually does the job.

When we tell ourselves, “I’m getting up at 5:30 every morning and working on my pages for ninety minutes no matter what,” we are enacting self-motivation and self-direction. It’s one self—let’s call her Rosalind, the CEO—telling the other, Rosie the Riveter, what to do. 

When we, Rosie, follow Rosalind’s orders, we are enacting self-discipline.

End of day, Rosie opens her locker and finds a nice little bonus check signed by Rosalind, with a hand-written note saying, “The firm appreciates your hard work and your creativity. Thanks and keep up the great work.”

That’s self-reinforcement. That’s self-validation.

That’s the mindset of the artist and the entrepreneur.

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3 Comments

  1. Jackie on October 21, 2026 at 2:49 am

    I like this. A writer, an artist, a musician, etc. is lucky if they have one person that asks regularly, “Hey, how’s it going?”
    More likely, the artist is the only person who cares if they show up to work. Keep punching that clock.

    Reply
  2. Jürgen on October 21, 2026 at 3:27 am

    Das ist gut!

    Nice!

    Thanks, Steve

    Reply
  3. Mike Collins on October 21, 2026 at 4:29 am

    Thank you! Never thought about Michael, the CEO, and and Mike, the guy who makes it happen. Time for both of them to get back to work!

    Reply

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