Today’s Hustle Economy is measured in market shares of ‘influence‘. How many Followers do you have? How many subs (subscribers)? Comments? Likes? Views? What’s your engagement like? In an age when anyone can have a free digital soapbox to prosthelytize from our egos become our brand. So, when you attack an idea you also attack the brand; and when you attack the brand you also attack the ego whose identity is the brand.
Our livelihoods, our wellbeing, are vitally connected to with a Brand of Me which in turn is intimately connected to the self. The separation between man and brand becomes more difficult when his revenue stream(s) is dependent upon man and brand being synonymous. That brand’s value is also quantified and qualified by the platforms (soapbox) it’s based on. Lose followers, lose viewers, lose money and lose self. As a result you get pathological hustlers grifting on other pathological hustlers by selling them access to exposure, influence and and insurance for their very precarious-but-lucrative brand of me. In turn, this “insurance” is a buffer against losing an equally precarious sense of self.
From 2000 to about 2015 organizing live events and conventions was a fairly lucrative proposition in the burgeoning Hustle Economy. Being a speaker at a TED talk held a certain gravitas for the Brand of Me who was invited to relate his very important, self-affirming ideas to a rapt audience. Today, not so much. The TEDx series saw to it that anyone could pay-to-play and thus debased any legitimacy the original TEDs started with. I remember the pay-to-play grift that destroyed the late 80s’ metal scene in Hollywood. Show promoters would buy out a classic venue like Gazzari’s or the Troubadour for a night and then talk “up-and-coming bands” into playing the gigs. All they had to do was sell enough tickets to cover their portion of whatever the promoter had paid to reserve the venue. Whether the bands decided to sell their tickets at a profit or a loss was irrelevant to the promoters – they just had to cover the rent on the club for that night. Most promoters were making their money on marking up that rent, and a percentage of the alcohol sales they’d arrange with club owners. It didn’t matter if the bands were great or they sucked, just that they covered the rent with ticket sales – usually to friends and family to come watch them play on the same stage that Van Halen and Ratt got their start on. The promoters weren’t selling actual talent, they were selling the fantasy of playing on historic stages in L.A. to guys who believed they were good enough to play them. By 1989 pay-to-play was killing what was once a vibrant music scene that naturally culled the talentless bands from the great ones.
Hustle Economy conventions today are following the same pay-to-play graft. It makes little difference what the niché is – masterminds, hotseats, summits, etc. – conventions have become Brand Showcases replete with (gumroad) book signings and the hot girl “Booth Candy” to prove proof-of-concept (i.e. Receipts). Convention promoters care less about the messages of the personalities who speak at their events and more about the gravitas it brings to their event (which is also part of their own Brand of Me). And the loudest most extroverted (pathological) brands of that year always draw attention.
What you get then is a competition of escalation. Punch the biggest guy in the face as soon as you arrive in the prison yard or you’ll end up as his bitch. If you want to make a name for yourself as a niché marketer (especially as a noob in the Manosphere) you have to punch up. Call the biggest name in that sphere a charlatan or a hack and some of his followers might defect to your cult out of spite. Grifters sell other grifters programs and templates to ensure their brand’s value, which increasingly is tied to their own sense of personal worth. Mastermind sessions and “hot seat” workshops become psychotherapy for the Hustle Economy “Guru“.
Insurance of personal brand value will be big business in this decade. It will be sold using the same perception marketing that Instagram influencers use. It will be based on the same insecurities the Hustler sells his products with. Image is all – the Hustler becomes the hustled – but image is fleeting. Even mediocre minds can figure out how to jump on a current trend. Copy & paste a viral tag, aligning with something trending; all that is easy to do, but most niché marketeers lack the talent and insight to understand (much less foresee) a zeitgeist. Good hustlers borrow, great hustlers steal, but the true “ideas guys” are exceptionally rare in the Hustle Economy. Innovators and New Thinkers are the carrion that draws the Brand of Me vultures out in the open.
Hustle Economy carpet baggers live a very insecure and unpredictable existence. They are not innovators – they are fast followers. Not only is their sense of self fused to their brand, but their brand’s success is their metric of self-esteem. Their (often tenuous) mental health is measured in Followers, subscribers, views, comments, likes, engagement, analytics and clicks-per-minute (CPM). It’s never quality of ideas that define value; it’s only numbers. Money in the payment processor or number of email addresses on your list. It’s never ultimate causes / effects, it’s only proximate causality. It’s the number of trees over the health of the forest. But the numbers don’t lie, so the new teachers give the Lost Boys cigarettes, candy bars and cheap booze – or their emotionally proximate equivalents (hope). It’s what they really want, it’s what makes you money and it’s what your ego-brand’s long term security needs. Besides, if you don’t give the temporary salve for their miserable lives another Influencer has already copy & pasted your tags to lap you on the Hustle Economy racetrack.
Insecurity in self, brand, livelihood, sustainable ‘lifestyle creep’, even family relations are what define the Hustle Economy today. Most personal brands rarely last more than two years – at least in their initial incarnation. As such, there is a constant need for belief pivots and “brand makeovers” for influencers. Reinventing one’s “self” becomes a vital part of existence for the career grifter. And there’s a lot of money waiting the clever guy who figures out how to cater to this pivoting need. Those unable to adapt, or those who miss the cues of the rapidly changing zeitgeist, will become extinct. Only true innovators – the Ideas Guys – have any kind of real staying power, and that’s ifthey can roll with the social changes; if they can put off the ennui of seeing their ideas cannibalized and bastardized by the next wave of hustlers who will plagiarize their work with impunity.
I came across the term Lost Boys in 2016. It’s attributed to the fan base that Dr. Jordan Peterson was generating around that time, but I had heard similar references to “drop out” young men as early as 2014. The fem-stream media was concerned that these 18-29 year old men were deliberately thwarting women’s mating/life strategies by not preparing themselves for adulthood. Women were concerned that fewer young men were going to be suitably ignorant-yet-dutiful husband material by the time they were 30. Meanwhile, TradCon media (predictably) made this crisis of masculinity all about men “shirking their responsibilities” from a want to “perpetuate their adolescence”. As expected, men assuming more masculine responsibility was the cure to solving this social malaise. Both sides of the ideological spectrum have never had a real interest in discerning the root causes for the now two generations of Lost Boys. To do so would challenge both ideology’s base presumptions about innate sex differences, feminism, gynocentrism and female empowerment stretching back to the sexual revolution. Hannah Rosen called it the End of Men in The Atlantic back in 2012. The Kidults and Peter Pan Men were an easily shamed novelty. Breitbart called them the Drop Out Generation and we’re similarly dismissed as “lazy kids not preparing themselves for being fathers and husbands.” Even I threw my hat in the ring when I penned Are You Experienced.
In 2021 we are now two generations into the Lost Boys. Just like the latter half of the Millennials, now Gen Z young men are becoming the next wave of guys trying to find purpose in a life that has no need of them – or they’re endlessly derided for not living up to an old order standard. As Rian Stone has said, they are sheep in search of a shepherd – students with no teacher – young men who are effectively rudderless in life. This is where the Red Pill, Manosphere, male space or whatever we’re calling it now is stepping in to become the teachers these young men have lacked. But what are we actually teaching the Lost Boys? From what I see today, most “coaches” haven’t done much more than profit by them. Today, they are more lost now than when Dr. Peterson identified them. What will be the long-term human, societal, cost of two generations of young men guided, taught and/or hustled into, or out of, embracing conventional masculinity?
The Blind Lead the Blinder
“Who’s the more foolish, the Blue Pill chump or the chumps who follow him?”
If you’ve read my latest book The Rational Male, Religion you’ll already be familiar with the concept of The Brand of Me. Today, everyone is their own brand. From the frustrated soccer mom, to the 12-year-old girl interacting with “friends” she’s never met, to OnlyFans girls, to niche marketing Gurus, everyone you know is actively engaged in some form of personal brand management. Even your grandmother on FaceBook is her own PR agent. Likewise, masculinity/positivity gurus are their own personal brands. I’m emphasizing ‘are’ here because we live our own brand identity as our personal identity in our day to day lives now.
It’s becoming exceedingly difficult to separate the ‘man‘ from his brand today. In the Hustle Economy, managing brand identity, is managing livelihood, is managing personal identity. Everyone is their brand. In the early 2000’s it was the likes of Paris Hilton and Kim Kardashian who were the pioneers of being famous for being famous. Neither had (has) any real exceptional talent that made them celebrities; they simple were famous. There are other examples, but most of that “fame” was generated via careful personal brand management in a time when social media was nothing like it is today. Then, it took a lot more work and money to curate fame for being famous. Now, in the new order, it’s never been easier to create an easily believable perceptions of fame – even if it’s just a low degree of it.
It’s all sizzle and no steak. E-Celebrity is now reality show entertainment that virtually anyone, any demographic, can create for themselves. In my 2014 essay Hysteria I detailed the social experiment of a guy who created his own instant celebrity:
Basically, the guy had a few friends follow him around the mall, one guy filming him and the other two guys (I can’t tell if any of his hired guns were women) acting as his “groupies” or entourage. He goes around identifying himself as “Thomas Elliot” when people, mostly women, ask him his name. Eventually, he begins to pile up admiring and gawking female attention, which only snowballs into more female attention. Apparently, not one of these starstruck chicks thought to question if Thomas Elliot was a real celebrity. That’s the power of preselection and fame; so powerful, it can disengage a woman’s neural logic circuitry.
Remember, the linked videos were produced in 2012. This experiment required a film team, at least 2-3 collaborators to give the guy some legitimacy. You don’t need this today. In fact you don’t even need great post-production or computer skills now. All that’s required to create a similar video is a smart phone and Instagram. Social proof, preselection, status, clout, prestige, indignation and fame have never been easier to manufacture for average people than in the first 20 years of the 21st century.
Never have more people (and mostly women) been so rewarded for so little real work, talent, virtuoso, education or creativity. And rewarded with money, adulation, admiration, “respectability“, love, attention and importance. Today, anyone can become influential – an influencer. Potentially, anyone can get paid better and enjoy more status than the career they may have went to years of college to get. As a result, the value of a formal real education is debased.
But, who cares about college or education anyway, right? Even STEM fields and the hard sciences have been infiltrated by Wokezis. Academia is rife with socialists and Marxism at every level now. Post-modernism has owned the humanities and the arts since at least the 1960s if not the late 1800s. True education has become a grift too. Most universities are just very expensive diploma mills that supply you with the paperwork necessary to allow you to be considered for an entry-level job – usually determined by an underpaid Karen in the HR department; likely with less “education” than what you paid for just to get an audience with her. Now, is it any wonder that education and “preparing oneself for life and responsibilities” is effectively worthless to the Lost Boys generation?
‘Cause I’m a twenty-first century digital boy I don’t know how to live but I got a lot of toys My daddy’s a lazy middle-class intellectual My mommy’s on Valium, so ineffectual Ain’t life a mystery, yeah?
Bad Religion, 21st Century Digital Boy, 1990
Damn, that song was prophetic. If an education’s purpose is to allow the graduate access to the job (in the working world) he believes will profit him best, and he’d have better results in the Hustle Economy, why bother with the investment of time and student debt? If a young woman can make a fortune from the minimum investment needed to be an OnlyFans influencer (sex worker) why bother to study nursing? If a guy can make more money and be more attractive as a “life coach” for far less investment than a degree in a suspicious major like psychology what’s the incentive to be educated?
The motive is profit and the process is profit. In the New Order we’ve become hyper-efficient at commodifying both motive and process. This has led to a mistrust, if not disdain, of education, science (as a method), wisdom and genuine creative inspiration.
“If it doesn’t lead to my first million dollars what’s the point of doing it?” “Fuck it, I’ll just be a stripper OnlyFans girl or entrepreneur.”
As a result the Hustle Economy tends to attract pathological personalities. As most of my readers know, crazy tends to draw more crazy into its orbit. Pathological doesn’t always mean criminally insane. Guys like Steve Jobs or Elon Musk had/have pathological reality distortion fields about them. And while they are what we’d excuse as eccentric, maybe asocial, they weren’t destructive malcontents. Unfortunately, they’re the rarer exceptions. Get rich quick, get fit quick, get clout quick, get love, adoration, props, respectability, attention, concern, empathy/sympathy, and commiseration instantly, with the least amount of money and personal investment is an irresistible pull to pathological personalities. In any other era, these guys would have to be supremely creative and driven to get up and over the loser status barrier to become more than they started as. And only then after a constant learning from defeat and setbacks. For today’s TL;DR generation, if it can’t be delivered instantaneously why else would you bother doing something?
“Only the insane have the strength to prosper. Only those who prosper truly judge what is sane.”
For the past 12 years I’ve been asked some variation of this question:
“Rollo, why should a man bother with women at all today? All women today, yes allwomen, are vain, self-important, narcissistic, hubristic and entitled. What average man would ever want to have anything to do with the average woman? By the time a girl reaches her late teens she’s already conditioned to expect a High-Value Man is what she’s due in life. By the time she’s in her early 30s she still hasn’t had the delusions of her entitlements dispelled for her – no matter what the realities of her situation might hold up in her face. What’s the average guy supposed to do about the average woman?”
Although I’ve been writing about intersexual dynamics for 20 years now, there’s definitely been a sea change in those dynamics since the rise of social media. While the last two generations of women have been the test experiments, it’s not just a case of “Bro, women’s egos and assessments of their own SMV are blown out of all proportion because of Instagram.” Men’s expectations (really anticipation) of average women’s overblown egos is also part of the experiment. We’ve come to a point where men don’t expect anything else from women than an aggrandized sense of female self. The average guy has little recourse but to accept this ego-appeasement and adapt to a sexual marketplace defined by women’s hubris; or by choice, or necessity, (usually necessity) they simply opt out of that marketplace – or they convince themselves they do. In fact, much of what passes for dating now is really a form of personal brand management that has to contend with the rigors of a global sexual marketplace. No one really “dates” in this market. Without realizing it they simply look for strategic co-branding opportunities that align with the changing perception of sociosexual value in global society.
How will the images of me dating this guy increase my brand engagement?
How will the pics and video of him appearing in my feed impact my future opportunities to get with a hotter guy?
How many Simps (commodified Beta orbiters) funding my lifestyle will abandon my brand as a result?
While these (and more) may not be conscious concerns for women “dating” today, the sociosexual context of this brand management is pervasive. It is the acknowledged environment in which men and women have play the game.
In a Gynocentric global social order the sexual marketplace is by women, for women’s short term and long term mating strategies. Men are simply the replaceable accessories needed to optimize those strategies,…or to be used as convenient foils when the consequences of those strategies become unignorable. So, it’s hardly surprising then that we’re moving into the second generation of Lost Boys. Young men with no real purposeful direction in life, less creative drive and a generation-defining sense of existential ennui.
And what would be their incentive to prompt them to creativity or purpose? Certainly not the long-term reward of an adoring woman or of sexual satisfaction born of her genuine desire. Those rewards are reserved for the High Value Men all women (young and old) believe are their due. Anything less is just brand management now. In an age when girls are raised on the ideal that no woman ought ever to do anything for the express pleasure of a man, doing something pleasurable for one becomes an act of rebellion against the Strong Independent Woman character they’re raised to emulate. Thus, any guy she’s motivated to go against her Fempowerment programming for had better be extraordinarily, confirmedly, high value. To paraphrase Patrice ‘O Neil, women want a man who’s better looking, smarter, stronger, more dominant, educated, taller and richer than they are, yet still wants him to think of her as his equal – or his Queen. He’s the ideal Superman who still defers to her socially-mandated authority (because he respects women) despite being her superior in every way she measures high-value. Oh, and he still has to continually qualify for her intimate approval even if he initially passes the average woman’s filters. Otherwise she might begin to feel as if she settled on him.
One thing that our new order communication society has made unignorable is that the truths we used to build the previous social orders on aren’t exactly what we believed them to be. In some cases those presumptions were useful faiths in truths we expected others to mutually accept; others were pretty-but-useful lies. Regardless, we still cling to romantic ideals that were tenable in previous eras despite the growing (easily accessible) research, data and empirical evidence that puts the lie to that romanticism. What we’re left with is a conflict of old order hope, faith, romance, emotionalism and the lives shaped by these influences versus the often harsh, empirical, objective truths about human nature that are unignorable in this age. Reason itself doesn’t destroy comforting faith, but it does take the magic out of faith by explaining it. Faith confirmed by reason only reinforces faith, but it can never go back to being a faith again once it’s explained. This is a hard pill to swallow for generations that have made a faith in emotionalism the guiding principle that defines their personalities, entitlements and expectations of the opposite sex. And this is to say nothing about the current global social order founded on emotionalism (Feels Before Reals).
Long ago I wrote an essay titled The True Romantics where I asserted that it was men, not women, who are the true romantics – of this age and those past. Men are innate idealists. This idealism prompts us to the performance we use to establish dominance and competence hierarchies amongst ourselves, but it also incentivizes us to the romanticism we hope will solve our reproductive problem. I’ve said in the past that this idealism is both our greatest strength and our most exploitable weakness. For the past two generations this idealism has been a liability for most men. When you make a man necessitous it’s his idealism that makes him hopeful in hopelessness. It’s idealism that makes him a suicidal nihilist or a pollyanna optimist. It’s idealism that keeps him going to work each day in the hopes that his dedication to a proscribed rule-set he believes everyone else is (or should) be playing by will earn him respectability. It’s idealism that makes him a Black Pill Doomer when he can’t reconcile his old Blue Pill conditioned hopes and goals with the Red Pill aware, new order data confirmed for him every day on social media or is just a Google search away. And it’s idealism that makes him hate the women who will never make those pleasant Blue Pill fictions a reality, while he hates the men who brought him to that despondency even more.
Both sexes are gravely, irreversibly, disillusioned today. Both would like to return to some idyllic time where women could swoon for a dashing high-value man who would become a husband they could admire (and be hot for) – and men could find a suitable mate via an understandable and realizable performance, acceptable responsibility, and actionable authority. But an underlying blind faith in the Blank Slate, Social Constructionism, Emotionalism and Subjectivism have made all this impossible. Progressivism, feminism, gynocentrism, (Wokeism) and all of the fallacies that built them, are really old order faiths founded on previously accepted presumptions – presumptions that are destroyed by new, easily accessed, empirical data every day. The more empirical truth (or even the questions that come from it) the more desperate the old social order becomes in maintaining the frameworks its power relies on to sustain it. Red Pill awareness of intersexual dynamics is one such catalyst that is disrupting those old order, Blue Pill, false ideals. It exposes a game we all enjoyed playing up until technology made public what the winners and losers had to do to be so. Women want to play the game, they don’t want to be told they’re playing it is an old maxim I’ve used for over a decade. Now we can apply this to the entirety of our globalized social order; except being told we’re all playing an old game is unavoidable. It makes playing it seem contrived, but it also calls into question why we’d ever build our lives around the contrivance.
Women and men are being dragged from this comfortable game based on emotionalism, false potentials of a Blank Slate and social constructivism. They are being forced to take the Red Pill and cross an abyss very few will have any idea how to deal with. We need new paradigms of thinking, and new ways of inter-relating with each other that align with an empirical understanding of our natures. This will require an acceptance of Red Pill awareness, and innovation and creativity that is sorely lacking in these generations.
After 3 years the time has finally arrived. I pushed the button on the official publication of The Rational Male – Religion on January 4th, 2021. I know, I know, it’s been a long time, and try as I might I think the blog suffered a bit for it. The good news is I’ll be getting back to my writing here on the regular again, but I will admit this project consumed me more than I had ever anticipated. The process of writing a book of this caliber taught me a lot of valuable lessons, not just as a writer, but as a researcher and a thinker (if you’ll grant me that). I bit off way too much for me to chew in a lot of ways when I embarked on this project. I’m proud to say I had the commitment to chew it all eventually, but writing a book more or less from whole cloth was something I was less prepared for than my previous 3 books. So, for this Return to the Blog post I’m going to tell you about the book itself, my approach to it, the process of researching and developing it, and what I learned along the way.
The Rational Male – Religion has been available on Amazon (print) and Kindle for a little over 2 weeks now. It’s been the #1 New Release in the Science and Religion category since I published it, and it’s been #1 through #6 in some of the Religious subcategories as well. This is a big compliment to me since my intent from the beginning was to open the Red Pill up to an audience that wasn’t likely to be savvy of the Manosphere. Thus far the dozen or so reviews have all been 5 star, but moreover the comments have been overwhelmingly positive – to the point that some are calling it my best work since the first book. Flattering as that is, it’s the result of a degree of planning, research, discussion and attention to detail that I’ve learned is needed to have anyone outside the ‘sphere take Red Pill praxeology seriously. It’s one thing to discuss the often unflattering truths about women’s nature and the latent purposes of mating strategies; it’s quite another to assert that our personal beliefs and religious faiths are intertwined with them. I knew from the start that I’d be navigating a minefield of readers’ preconceptions, and ego-investments in them. This was my challenge: convey the Red Pill praxeology of intersexual dynamics in the context of personal beliefs while being mindful that the past four generations have had Blue Pill conditioning inform a lot of these beliefs. I also had to bear in mind that the convictions, values and faiths being informed by Blue Pill conditioning aren’t just limited to those with a belief in God.
This was my prime directive in writing Religion. I wasn’t about to sugarcoat or dance around the tough, ego-investment challenging aspects of the Red Pill. I have an obligation to objective truth, but I also didn’t want the book to become a “Rollo bashes religion in this one” effort. The most common hesitation I get from people curious about this 400 page book is “Hey man, I’m an Atheist, religion is just a bullshit cope, should I just skip this one?” Likewise, I have Believers ask me, “Is this book just about bashing Christianity and traditional values?” The answer to both is ‘No’. In fact from the Introduction I anticipated this response. It’s why I wrote the book actually. The Rational Male – Religion is an exploration of human intersexual dynamics and their influence on spiritual belief, religion and social values. Empiricists and Believers alike will get a lot from this book. It is a Red Pill look under the hood at the roots of men and women’s “need to believe” in love, God and the metaphysical to solve our mating imperatives. I don’t try to convert anyone to religion, nor do I try to convince you to abandon your beliefs. As always, it’s about connecting dots and seeing correlations.
Religion is structured differently than any of my previous books. The Rational Male was originally a collection of what I believe are the most imperative Red Pill truths for men to understand in this new era of information. These were drawn from my past essays on this blog, which were prompted by long discussion threads on the SoSuave and other forum posts from as far back as 2002. I then reworked and curated these essays into what is now the Bible of the Red Pill. For Religion I had to take a new approach. Although I drew upon some prior essays, the majority of this book I wrote from scratch. Dalrock of course was a major influence throughout the book, but even for the older ideas it was necessary to rewrite the concepts both to modernize them for the coming decade and to make them accessible to a reader who may not be familiar with the Red Pill we take for granted now. This meant that I had to start from a point of explaining Red Pill root concepts in the beginning chapters and build chapter by chapter to the greater concepts. The overarching theme of the book is the need to recognize that we are now 20 years into a New Age of Enlightenment brought about by the internet, social media and an accessibility to information unprecedented in human history. I make a distinction between old order thinking versus a new order understanding that challenges (and confirms) those old order belief sets. This is the first hurdle most unfamiliar readers will have to consider. Most old order thinking is what constitutes our beliefs, convictions and values, but the data age (for better or worse) access to information (accurate or not) is challenging these ego-investments. Whether or not you think these challenges confirm your beliefs isn’t the point; the point is that this new order information is forcing the past 4 generations – and future generations – to reassess how we’ll progress as a globalized society by accepting new truths or clinging to old order thinking.
The book builds chapter by chapter up to the most salient parts in the final chapters. This is by design. I needed old and new readers to digest the way I come to the bigger concepts of the book before I get to them. This book is by far the most meticulously researched and sources-cited book I’ve ever written. In my prior books and on this blog I’m accused of not having peer-reviewed, har data to back up my assertions. Most of this is just disingenuous filibustering by lazy critics who don’t have the time to click on the links I put in my essays. However, I wasn’t going to have that in this book. I footnote every source I used in the research of this book. If you’re wondering why a book like this took 3 years to produce, a good portion of that time was spent reading and archiving the research. I should add that this aspect of the book is something I don’t see any writers in this sphere doing to such a degree. This process taught me to be very detail conscious about what I was writing. Most people don’t really care about the sources you cite, they just want to know you did look something up. In the TL;DR generation no one will take the time to read through the 20 page, peer-reviewed, meta-analysis they require from you to prove your assertion. They just find one study that reinforces their beliefs, link it, and dismiss you. So, my intent in citing sources in this book was more in the interests of thoroughness and less about trying to change anyones mind about their beliefs.
The biggest change you’ll note in this book is my writing style. I’ve learned to kill my darlings and only rarely pepper in a $10 word when I thought it served. This came from my reading Writing without Bullshit by Josh Bernoff. This book made me realize the importance of presenting my ideas with clarity. The cardinal rule of writing is this; never waste the reader’s time. In the past I’ve used some complex terms and, lets just say long-form, sentence structures to get an idea across. Too many people thought that I was trying to sound intelligent by using words they had to look up afterwards, but I’ve always thought that the English language was too rich to be limited to basic ‘caveman’ words. I don’t write for the 8th grade reading level most journalists are taught to do, however, I realized my ideas were too important not to be accessible to everyone. This book is 400 pages of tight, concise, cohesive writing in a way I really had to retrain myself for. Gone are the superlatives, qualifiers and needless reinforcer adjectives I used to think were useful. I had ample material to use and I knew where I wanted to go with the book from the start, so content wasn’t going to be a problem. The challenge was making it intelligible to all readers, not just the ones who already knew the Red Pill lingo. My purpose then became making the read engaging enough to give readers an Ah-ha! moment about the prior chapter when they got into the following chapter. It became an effort in knowing what to throw out, what to keep and how to simplify saying the same thing in fewer words. As a result, my outlines and my drafts are littered with dead darlings that I wouldn’t have thought twice about keeping in my prior books.
I feel like I’m a better writer for it now. Most of my essays average between 1,800 and 2,800 words. My process usually starts with a hand written outline of concepts I want to hit on and I go from there. Some of these outlines can get really complex as I move from point to point, which create further concepts sometimes. I’ve learned that I don’t necessarily need to cram all of the outline into one essay or one chapter. While I’ve always crafted each post on this blog, I recognize the need for brevity now. The Red Pill praxeology and intersexual dynamics span many subfields, and while I try to be comprehensive in relating the data that makes up Red Pill concepts, at some point I have to trust my readers to get it. Either that, or I have to link what I can and let the bigger ideas carry the concepts into future posts. My challenge now is balancing being thorough with being concise – and all while considering what counterarguments will arise.
I finally feel like an author now. To be an author requires a certain amount of conceit. You read that right; in order to be an author you’ve got to be at least somewhat conceited. Not necessarily in a bad way, but you’ve got to make some presumptions about yourself before you can get past the sticking point of actually typing out ideas on a blank page. The first presumption is the hardest. You have to ask yourself, “Do I actually think I’m so important, worldly or wise that anyone should take me seriously enough to care about what I have to say?” Even if you’re just blogging about something you know well enough, or you just like the topic enough, you have to get past the the hesitation in thinking other people who know better, or are bigger fans than yourself about something you love might be considered better authorities or authors than you.
I don’t really believe in fear being the biggest stumbling block for would-be writers. Most people aren’t fearful of failure or ridicule when it comes to becoming an author. Fear is a stupidly common theme for motivational speakers. Fear is the easiest rationale to target for the ‘go getters’ trying to build a brand on positivity. Fear just sounds like something people would deal with. Athletes, artists writers, everyone’s fearful of failure, right? Wrong. It’s about hesitation in thinking anyone should take you seriously. Then hesitation turns into procrastination and would-be authors turn into pundits or critics, or else they endlessly pontificate about how wrong other authors are and how they’ll correct them in the book they’ll eventually write,…eventually. If you think would-be authors are fearful of failure just look at how easily people blather on for multi-Tweet threads on Twitter, 280 characters at a time. The truth is, damn near anyone can write, but few people are actually authors.
Getting past that hesitation is becoming much easier in the internet age. First it was user groups, then discussion forums, then blogging was the thing that got us past the hesitation. We had to presume that someone, somewhere, might actually read our thoughts and care about them. While social media and Twitter destroyed our critical thinking and insight about what we were writing, it did help to kill any hesitation about presuming someone might think we were unqualified to have an opinion on anything. Fan fiction was one of the first genres of writing to evolve along with the internet. 50 Shades of Grey was literally the work of an amateur fan fiction writer who took the time to become an actual author. Her book was roundly criticized as fan pablum by critics, but you couldn’t argue with the numbers. At some stage a writer has to say screw it and just go for broke. Readers and critics be damned, when we become and author we write a book we want to read.
Once you get past the hesitation, and trot your ideas out in the open it comes down to honing your craft. The craft of writing is the next stumbling block to becoming an author. Anyone can write Tweet or a blog post and be entertaining. It takes an author to hold a reader’s attention for 300 pages. Most writers today are little more than word processors. The self-published “authors” of today were the cubicle jockeys of yesterday writing fan fiction or political screeds from their workstations on company time when they got bored. Just the self-appointed title of author has a romance to it. Few writers today actually know the craft of writing or storytelling, much less a comprehensive knowledge of what they’re relating most of the time. Even learned professors with lots of letters in their degree’s titles who find a new popularity in the Hustle Economy really have a grasp of how to write well.
I’ve often wonder when I could start thinking of myself as a real author. One book? Three books? How many pages do those ‘books’ need to have for me to be considered legitimate? Hemingway’s, Old Man and the Sea is 128 pages long. Hmm,…so, not pages. What about word count? 27,000 for that book. Nope, not word count. Damn, what makes a book a book and a writer an author? Inspiration? Sincerity? Drive, moxie, perseverance? Probably all of those and a few more adjectives I can muster, but when should a guy start calling himself an author? The best answer I can come to is when he’s honest with himself. When you’re honest with yourself about the reasons why you write, why you feel you need to write, when you have mental conversations with yourself about what you’re going to write, all without the pretense of how anyone will misinterpret your words or any thought to what your grandchildren will think about you in the future – that’s when you’re an author. When you’ve filled your 7th little notebook to remember ideas in because your sick of forgetting the brilliant things that came to you at 2am when you woke up to take a piss in the middle of the night, that’s when you’re an author. When you write to yourself and not for your readers, that’s when you’re an author. When you sit down at your iMac with no inspiration and write for 4 hours anyway, then you proof read the brilliant, inspired, words that came to you during the last 30 minutes, that’s when you’re an author.
That’s all very prosaic, but being an author needs to be defined now more than ever. It’s easy to write — it’s a calling to be an author. Lord knows, I never planned to be an author. The Rational Male wasn’t published until I was 45 years old. It took a lifetime to come to the knowledge and craft necessary to write it. Few people actually read books today. They’d rather listen to them, or they skim through them, watch the movie or just read the outline to form an opinion of the ideas or material. I’ve called this the TL;DR Generation – Too Long; Didn’t Read. Feed me the salient points so I can see if you’re full of shit, call you on it or give you praise, and then move on to the next post. Actually writing something that stops a reader in their tracks is the hallmark of an author. Writing something that inspires genuine conversation, debate or writing a story that a reader can lose themselves in is the craft of an author. Writing something a reader actually internalizes, especially in this generation, is a rare, practiced, gift of an author. Being an author is difficult today. The distractions are endless. It’s not enough to just write ideas and relate them with skill, you have to be engaging and accessible to your readers in ways that authors from past eras never imagined. This is why most writers never become authors. Writers lose themselves in the distractions. They get lost in building identities, brands and images of themselves they believe their fans expect of them. Authors write in spite of themselves. Authors are so enveloped in their ideas and craft that they don’t care if they come off as assholes for ignoring distractions. Writers get off on the image of being writers, authors are too busy exploring and relating ideas.
Back in January of this year I published a bit from my upcoming 4th book in The New Age of Enlightenment. As I get closer to publication the current events of 2020 have made me consider a new dynamic in regard to how, in an unprecedented way, the new power of cancel culture has given rise to what I’ve called the Hustle Economy.
How many YouTube content producers rely on their channel as a ’side hustle’ revenue to pay their bills today? How many self-published authors have quit their day jobs to write for their new employer, Amazon, today (Amazon owns 86% of the publishing market today)? How many former cubicle workers decided it was more lucrative to start an internet business than continue slaving away at a corporate gig that only made their bosses rich? Today, we’ll readily shift to the digital world to sustain us financially – in the end we don’t have much choice – but it’s the old order thinking that pervades this new “reality” and causes problems.
I write this at a time when several prominent names in the Manosphere (and other spheres) with large subscriber bases are having their channels erased by YouTube/Google. In some cases this erasure is a complete deletion from mainstream social media (Twitter, Facebook, Instagram and even WordPress). I’m not a fortuneteller, but I did predict this happening as far back as my State of the Manosphereaddress in 2018 and as recently as a defunct convention I spoke at back in May of 2019. I said a storm was coming. I saw then that a mainstream Village would need convenient foils, easy targets, to defeat in the 2020 election cycle; and the “Red Pill” – as subjectively defined by every online ideologue-grifter – would make the perfect, easy-to-hate, villains to bring down to prove a point. Purging long-overdue “hate accounts” would seem like a necessary and needed step to prove ideological virtue to the ‘woke’ masses.
Well, that storm is upon us now, and the people who convinced themselves they were entrepreneurs, and a much more profitable side hustle was their true calling in life, are looking around with a bit of nervous hesitancy now. Even the guys with the temerity to start an online business in the wake of the Corona Virus eliminating their jobs are now realizing they may not be as anti-fragile as they thought. Cancel Culture isn’t just about getting ideological enemies fired from their day jobs. It’s about total personal assassination, and stealing that person’s bread in the form of denying them any future ability to exist online, much less generate revenue, is the real objective. Right now, the Cancelled are just faceless randoms online losing jobs and tenured university staff who got too comfortable in the belief that they could never be fired. But in the coming months the Cancelled are going to look like an army of dispossessed with nothing to lose by hunting down the ones responsible for canceling them.
An Economy of Hustlers
The Hustle Economy came about because the barriers to entry into that economy have never been lower. For roughly 7-8 years anyone with a laptop, webcam and a basic understanding of social media and WordPress could join the hustle revolution of online “influencers“. Who wouldn’t want to make more money than the shitty 9-5 corporate cubicle job they spent 4 years in college to get into? Is it any wonder that for a decade the various ‘spheres have been dissuading young men from attending college, to get worthless degrees, in order to get into one of these jobs? Why bother with the “leftist indoctrination” we call education when you can make six figures in a couple of years online if you learn how to leverage SEO, engagement, grow an email list and pitch offers and merch? Hell, you can pretend to be a dog online and make more money than that job you thought assuming all that student debt for would be so rewarding.
The Hustle Economy was a natural progression from the Gig Economy. A lot of companies understood the sense in ‘retaining’ at-home employees, or project/contract workers. No benefits, next to no overhead, productivity was up to the freelancer completing the tasks on time (instead of monitoring hourlies’ productivity in a cube farm) and all for about the same, if not less, compensation. Don’t like your gig? Fine, just fire your “employer” and go back to your service advertising site to pick up a new one. For being a hired gun or contractual employee working from home most smart pros saw the freedom of the Hustle Economy almost immediately. Cut the middleman out and have the “jobs” come to you in the form of a potentially worldwide clientele.
Around 2014 the online Coaching/Guru hustle really began to develop into a template that anyone with a bit of social media savvy could follow. ‘Smart’ men and women quit their dead-end cubicle jobs or rearranged their Gig Economy jobs, for the more lucrative positivity hustle dollars that only required the small investment of a laptop, webcam and a willingness to parrot the scripts of Tony Robbins, Zig Ziglar, Napoleon Hill or Norman Vincent Peale. To be fair, this new Hustle Economy isn’t unique to the Manosphere; the Lost Boys Generation – this generation of directionless young men – niche market is just one among many lucrative markets today. Health & Fitness, “Entrepreneurs”, dating/relationship/marriage, personal empowerment, motivational positivity, the Law of Attraction, these are just a sampling of what I’ve called the Success Porn industry in the past. And new order technology makes all the old order grifts seem novel to a generation that’s never experienced them before. This Hustle Economy online template is cross-cultural and largely globalized now. Religion, psychology, motivation, business, philosophy, fitness, medicine/health, dating/relationship, marriage, child-rearing, or even just catering to the red meat needs of others’ desire for affirmation in their own despondency; all of these and more are now the spheres of the Hustle Economy.
Old Order Mastery vs. New Order Hustle
In 2015 I had a guy approach me at the Man in Demand conference who wanted to thank me for my work and The Rational Male. He said he’d come to reading it at the suggestion of his (male) therapist while he was recovering from a nasty divorce. This was the first time I had ever been told that a legitimate clinical psychologist had been using my book as a part of their therapy practice. The significance of this was profound for me then, but I don’t think I fully appreciated it until I had more men relate a similar beginning to reading my work in 2017 up to today. Here were real psychologists with doctorate degrees using The Rational Male as a reference in their practices. It was at this time I began to pay more attention to doctors and scholars and legitimate business pros who were aligning themselves with the various influencers of the new order spheres.
Psychologists are the best example of this because of the diversity of fields they can involve themselves in. Take a guy like Gad Saad, easily one of my favorite evolutionary psychology researchers. He’s a bonafide doctor and evo-psych scientist who’s found a new celebrity in various Hustle Economy sub-spheres on Twitter and elsewhere. His YouTube channel is pushing 180K subs and he managed to leverage himself as an e-personality. But Gad is one of the few legitimate psychologists to successfully transition to the new order hustle. More psychologists struggle with it because they still cling to an old order thinking that their pre-New Enlightenment educations were founded upon. They may still hold private clinical practices that they developed some 10-20 years ago. That’s the way you did it as a therapist in the old order. In fact, one reason I never pursued a postgraduate in behavioral psychology was because the only way to make any “real money” was to get a doctorate and start a practice. Masters degrees would get a you a job as a social worker.
Today, legitimate psychologists must actively compete in the Hustle Economy to make the hard work, time and money they invested in their degrees pay off as well as an online self-help Guru or Coach‘s hustle; some of whom have had their own practice open online with a 99 page “e-book” available filled with positivity pablum lifted from The Secret, going for as long as they’ve been in school. When WebMD first launched in the late 2000s doctors everywhere had to contend with their patients diagnosing themselves with whatever disorder they believed their symptoms indicated according to what they read on the site. The age of the self-educator had begun in this regard and online “clinicians“, both certified and holistic, saw the opportunity to profit from the symptomatic fears of people about their health. Real doctors had to either fight a losing battle of reeducating and allaying the fears of increasingly more people’s health concerns one by one, or find their own angle in the Hustle Economy and leverage their title and credentials to add validity to it. Today, an honorific is respected in name, but it’s by no means the path to earning potential – at least in the short term.
I occasionally encounter the critic who will claim I don’t site sources or my own work is speculative or just opinion. Wherever possible I do in fact cite sources, stats and research, but in the new order information age quoting stats or correlating studies has become an exercise in “dueling research”. And that’s assuming a critic has the time and interest enough to consider what you’re citing and counter it with their own. If you’re diligent enough it’s likely you can counter even the most basic of scientific presumptions with some research, TED talk or meta-study data. The truth is most people simply don’t develop their personal belief sets based on the data of multiple peer-reviewed, independently funded, experimental research PDFs someone links them online. They usually go with experience, emotional resonance and what “sounds right” according to how they were raised. If anything, rationality and critical thinking – the kind of mental presence sorely needed in higher education – is distrusted above all else in the Hustle Economy.
So, I can certainly see the frustration most old order career professionals have with the online template success models of their new order competitors. Add to this that they are both vying for the very sparse attention of the same customers – all of whom are little experts themselves – and you begin to see the practicality of, “if you can’t beat ’em, join ’em”. Thus far I’ve used psychology as the illustration, but this Hustle Economy dynamic applies to all old order businesses, academia, government systems, and religion. Religion in particular (as I’m writing about) was, and is, one of the first spheres to eagerly embrace the Hustle Economy. With everyone online being a little expert and everyone having some relative platform on which to prove it, religion, spirituality and magical thinking were easily monetized and template-formed. And their profitability is made all the better when one sphere’s template (religion) complements or amplifies another (government, psychology, fitness, sex, etc.).
Garbage In, Garbage Out
Kicking and screaming will the old order thinkers be dragged into the Hustle Economy of this new age of digital enlightenment. Back in the late 2000s I can remember being told that to make ends meet a family needed two incomes and a side hustle. Now that side hustle is the main thing. The old plan of going to 4, maybe 8 years, of college to get a good job that paid well is hard to sell in the age of hustles that can pay far more than a formal degree does. Don’t think for a moment I’m in any way celebrating this development. A good education should be its own reward. Being well versed in a variety of areas, and understanding critical thinking and how to learn should be a priority for well-educated people. But even our institutions of higher learning, our esteemed universities, must also contend with the Hustle Economy. As COVID forces us to stay home, and classes, and jobs, are moved online, people are only now realizing just how unprepared their schools and employers are to deal with the new order way of learning and working. They’re beginning to see how many hours of their lives they waste in pointless formalities and commutes, but more so, they see how antiquated the old order systems they relied upon for security for so long really are. And in turn, those universities and corporation must now enter the Hustle Economy themselves if they want to survive.
This is the essence of the Red Pill. While I believe that Red Pill ought to only be used for intersexual dynamics, I do see the parallels in transitioning from a reliance on old order thinking to seeing how deceptively false the premises of that thinking are in light of new order, readily accessible, information today. We are presently in a state of radical transition – made all the worse because most of the last 4 generations neither realize it nor understand how to deal with it – and the old systems based on old presumptions are failing right before our eyes. These generations are ill prepared because all they know, all they’ve been taught, are failed, failing or outmoded ideas of the old order.
I hate to start a post off with apologies, but I feel like I have to hash out some things with my long time readers. In the wake of all this worldwide civil unrest and amplified Cancel Culture online I thought it prudent to disable comments on this blog for a couple of weeks. As expected, the usual suspects who are still obsessed with destroying this blog, attacking my books with review bombing, and creating torrents of my books’ for pirated downloads took the opportunity to start race-baiting in my comment threads. I can only conclude that this was the beginning of an effort to plant inflammatory racial sentiments on my unmoderated discussion threads to be complained about to the authorities at my blog host to have my 9 years of Red Pill work deleted in much the same way Chateau Heartiste was last year.
I will not allow that to happen. I will not allow half a dozen adolescent haters and pathological liars to remove this blog and its 18 years of aggregate Red Pill information. Unfortunately, this necessitated the temporary closure of the comment sections on this blog until I could implement a better filter of the content, bot-spam and overt sock puppeting of user accounts. At present I’ve reverted back to the original Jetpack comment plugin that comes standard in WordPress. No bells, no whistles, but it’s security is far better than the wpDiscuz plugin I installed so commentors had a better control over editing and content. Sorry, the assholes and race-baiters have ruined that for us now. Take it up with them.
Until such time as I think the woke-mob threat is over, or the career-liars have filed for bankruptcy, the comments on this blog will be moderated until further notice. I don’t take this decision lightly. The comments on this blog have been unmoderated since the day it began. Open discussion has always been one of the core strengths of The Rational Male. When I opened this blog I knew I wanted to keep the same dedication to debate alive that SoSuave had started with. As I’ve always said about the comments, it’s a hot kitchen, stay out if you can’t take the heat. That was fine and well in an era when everyone commenting came to the table with an earnest opinion in the spirit of hashing things out. Even personal attacks could sometimes be beneficial if they sparked a novel debate. But that’s not where we’re at now. Today, adults with the maturity of 12-year-olds are using the opportunity of today’s social climate to use a forum of honest debate as a means for the politics of personal destruction. I find it the height of irony that some of the people who were railing about threats to free speech and the injustice of Social Justice Warriors just 3 years ago are the first to use their same cowardly tactics they warned about then when the opportunity for petty revenge comes along.
So, until such time as I think we can go back to an unmoderated format I will be assigning mods and being much more proactive in deleting any comment that could in anyway threaten the future of this blog. I will also actively ban any user who uses a sock-puppet account, attempts to create multiple proxy accounts, impersonates myself or another registered user, and any user who I even suspect is attempting to attack this blog. I tried to do this your way. 8-9 months ago I said fuck it and unbanned, and de-blacklisted everyone and everything. I decided to go full hands-off and let users deal with the obvious troll accounts, spammers, and ubiquitous bots in the comments. It got to be too much work to untangle the endless proxy accounts and outright liars in the commentariat. No more. That was my bad, and the predictable attacks came along as soon as the time was right.
If your account is banned now, I won’t apologize to you. You fucked up. If it comes down to you baiting other users as a threat to the viability of this blog, I choose this blog. I’m a very patient man, but I will not allow The Rational Male to go down. I distanced myself from Heartiste back in 2012 because of exactly the racial and political sentiment that defined his comment threads. You will not bring that shit here.
The Rational Male – Religion
My upcoming 4th book Religion is in the final stages of edits and I’m presently finishing the Forward and Afterword sections of the book. This book has been consuming my life for almost 3 years now. It’s the first book I’ve written virtually from scratch; meaning it’s not solely a collection of prior essays. I had every intention of publishing the book in March-April and that’s when the whole world decided to go to hell. I took the opportunity of the quarantine to revise and reedit the book. I wanted to be sure that parts of it reflected the current state of the global sexual marketplace and be relevant to a post-crisis readership. Since then it’s become clear that 2020 will be a chaotic reset for a lot of things we’ve taken for granted for a long time. I’d be lying if I said I thought the world I began writing book 4 in would necessarily be the same world that I finally published it in. This has been foremost in my mind since mid March.
I had originally asked my friend Pat Campbell to write the Forward section of Religion. I like to have a peer write the Forwards to my books and I thought Pat would do a Red Pill book on religion justice. Then, in January, Pat had his car accident, seizure and a tense ICU stay in an Oklahoma hospital. Real life is a lot different than online life, I had thought my friend would be dead or in a coma, and that really did a number on me at that time. We’d been friends and partners on his show and my YouTube channel, as well as convention speakers, for over 2 years by this time – I was aware he had the brain tumors and they were malignant the week of the accident. Pat has cancer; just like the last person I asked to write the Forward to my 3rd book, Andrew Hansen (The Private Man). Andrew’s cancer took him before he could do the Forward to Positive Masculinity and I ended up making the Forward a dedication to him and his life. Pat Campbell is one tough son of a bitch. Thus far he’s been beating the odds and I would attribute this to his stubbornness and bullheaded tenacity. That’s what makes him a badass. I will likely dedicate book 4 to him as well.
Facing down your own mortality really puts things into a new perspective for a man. Most men don’t get this opportunity. I love Pat like a brother, but I get the feeling that this experience changed him significantly. I saw the same change happen in Andrew 4 years ago and I’d looked at book 3 differently because of it. I was having a similar experience with book 4, and then the pandemic hit, and then the world went batshit insane. The irony that book 4 is about the Red Pill in religious contexts isn’t lost on me here.
Religion will be a thick book. The biggest complaints I get about The Rational Male is the formatting and grammar, syntax, and yes, I know, the print book’s type size. I’ll be focusing on a 2nd edition (and a hardback version) of book one once I release Religion. However, this book will be the most bulletproof addition to the Rational Male series in terms of editing, proofing and citing sources. I’ve made a lot of effort in providing proof of concept in this book. Not that I think this will dissuade my disingenuous haters from blathering on about the validity of the sources they don’t necessarily like, but they won’t be able to say I didn’t do my due diligence. The topic of religion and making correlations to Red Pill concepts (to say nothing of evolutionary concepts) is a really dicey prospect. I’m definitely going get things wrong with the ‘true’ believers – there’s no way I can get them right without full confirmation of various beliefs – and this is another aspect of the book I have to be very careful with. And this takes time.
This is why I’ve scaled back my blog posts here. My writing time is directed wholesale towards book 4. I am doing my best to keep this blog fresh with new content, but a once a month post bothers the hell out of me. I’m also considering going to a once a week show on my YouTube channel until I’m published. That’s also something I don’t want to do, but I may need to. I’m an author first, public personality second. One blessing about the quarantine/lockdown is that my ‘real’ job liquor promo gigs have been basically nonexistent since all this began. I was starting to get new offers to do work in Vegas and then the riots happened. Back to the book.
Body Language Mastery 3
Lastly, I will again be endorsing Modern Life Dating’s upcoming program Body Language Mastery and the online community that it facilitates. Since I’ve been so invested in the new book I haven’t had the time to really do much one-on-one counseling with guys sending me requests. I honestly want to do these Skype consults, but I can only really do them as I have the opportunity. I swear, I read every one of your emails. That said, the program Jon from MLD has going is a great opportunity for guys to get this kind of advice/counseling via the weekly group chats that are part of the program. Not only do you have access to myself and guys like Rich Cooper, Rian Stone, Jon and Troy Francis, but there’s a community of dozens of guys in the group who are there to help, live in real time.
I did a 90 minute show with Jon to cover the details of this new round of the program. If you’re waiting for a counseling session with me, please consider joining July’s group and bringing your circumstances here. I will be available to you in much the same capacity, but you’ll get a lot more input from the community. The registration just opened today June 25th and it will close on midnight June 29th.
Several years ago I wrote the essay Rejection and Revenge. Eventually this piece found its way into my third book Positive Masculinity, but I had considered it for inclusion in the first book because it covered a core principle I had discussed on the SoSuave forums years prior. A desire for revenge is something innate to the human experience. Most higher-order animals have some rudimentary sense of what’s fair. Even dogs have a sense of fairness and can experience some form of jealousy. The study of altruism in animals, to say nothing of humans, is a complex affair. However, somewhere along the evolutionary path a species did better if they cooperated and had some investment in promoting the survival of their kin.
That leads to an innate understanding of fairness and unfairness. Human’s add ethics and morality to this equation, but the root is the same; on some level of consciousness we make comparisons, and from them we evaluate what is equitable according to our own interests. It serves a species’ survival interests to evolve pattern recognition and make reasoned judgments about those patterns.
Collectivists will argue that this dynamic is proof of a need for an idealized egalitarianism to promote the greater good, while selfish gene individualists will argue that it’s evidence of unconditioned self-concern for one’s own survival. Either way, human beings are very motivated by the emotional response to a perceived injustice – so much so that we will raise those feelings to metaphysical significance. Even our gods rage over injustice; Revenge is mine sayeth the Lord. A tooth for a tooth and an eye for an eye might make the whole world blind, but it’s the foundation of our evolved sense of fairness.
And why wouldn’t fairness be so impactful for us? Our lizard brains associate that imbalance with a threat to our survival, our wellbeing and our reproductive efforts. Our limbic system detects some unfairness – usually via our peripheral awareness – we get a squirt of some hormonal cocktail into our system, and now we can’t shake this feeling that we ought to feel jealous or suspicious of someone or some environmental condition where we’re getting the short end of the stick. We are literally wired (and piped) for making judgement calls. Even when those judgement calls prove unfounded, and maybe detrimental to us, to err on one side or the other of that innate judgmentalism served our ancestors well enough to get us to where we are now.
It’s easy to consider this evaluating, judgmental nature in terms of simplistic right or wrong choices. Right being what ever benefits the individual in equal measure to another, wrong being whatever thoughts or behaviors conceal the interests of individual self-concern. The Seven Deadly Sins are all fundamentally about this evolved fairness equation. Greed might be a benefit to the individual – and their kin by association – but to our limbic evaluation it’s unfair to the greater, necessitous whole of society. Ergo, greed becomes a sin, and social conventions like do unto others as you would have done unto you becomes a counterbalance to the unfairness. However, most of the choices we make in life are not simple right vs. wrong equations. Some of the greatest stories ever told by humans are about right vs. right and wrong vs. wrong (or maybe less wrong) choices. While dogs may feel jealousy, and chimps may give a banana to another who didn’t get one, they’re rarely confronted with the nuances of justice that humans have to consider.
Why We Love Revenge
When we attach this innate sense of fairness to biological imperatives things get dicey. The purview of my work is intersexual dynamics, so I’ll be focusing on that imperative here. But remember that concepts like fairness, jealousy, revenge, rivalry and the indignation that accompany these and more are not just limited to solving one’s reproductive problem. That said, human beings love revenge. We fantasize about it. We write epics about revenge. Some invest their lives in creating fictions to find some psychological catharsis for an injustice they will never actually resolve in their lifetime. I would argue that humans enjoy the chemical cocktail, and associated emotions, that stem from a desire for revenge.
To be clear, I’m not talking about some ephemeral sense of justice. This is root-level, squirt of adrenaline, desire to balance a perceived or actual unfairness that threatens the individual’s (or associated group) survival or propagation. I’ve written extensively about women’s innate need for Indignation and the associated chemical-emotional response they derive from it. Primarily I believe this need stems from the way women (neurologically) prioritize and process emotion, but it also serves as a confirmation of their Hypergamous filtering. No indignation is more satisfying for women than the feelings they derive from thwarting the sexual efforts of a false-Alpha male. This indignation response, and the good feels that reinforce it, serves to aid (sometimes trick) women’s sexual selection imperatives and avoid their existential fear. Ultimately, what’s fair for women is whatever serves the Sisterhood’s Hypergamous best interests.
For men, and particularly the young men of this new order generation, revenge fantasies hold a similar, indignant appeal. As we’ve systematically feminized the males of the last 4 generations, we’ve also conditioned them to prioritize the same emotional responses we would expect in women. As I’m fond of saying, we raise boys as defective girls who then become parodies of defective women. Part of this conditioning is training young men to identify with the female experience, but also to want to become a part of that experience. The female experience is always the “correct” experience. So it follows that the prioritization of emotion as a peak experience is something this generation of men have internalized. Feels before reals. A common lament of women and feminized men today is that if men could be more expressive in their emotions (the emotions women are comfortable with) then the world would be a better place. Thinking and feeling like a woman makes for a better “man“, right? That’s today’s gynocentric logic.
But indignation (the result of inherent unfairness) based on reproductive imperatives works very differently in men. Men’s evolved existential fear is based on ensuring his own paternity. Determining that a child is a man’s actual genetic progeny has been an imperative evolution has embedded in men’s mental firmware. Until DNA testing arrived men had relatively no empirical way to determine if he was a cuckold (a female mating strategy) and his parental investment and evolutionary imperative had been wasted. Thus, indignation, prompted men to create social conventions to provide at least the semblance of socially enforced parental certainty. The deal is, if a man is to invest his reproductive potential in a woman and their children she should be bound by social expectations that the child is his genetic progeny. It’s only fair.
But, life’s not fair. And men and women’s reproductive strategies are inherently adversarial, so what constitutes justice in the sexual marketplace is often defined by the gender with the most social power at the time. In every age prior to the Sexual Revolution that was men, now it’s women.
Men innately process emotion, particularly negative emotion, differently than women. Again, this is how evolution wired men, but the social dictates of this time go to great lengths to condition men to believe that the way they process emotion is “incorrect”. Their natural proclivities make them bad humans when their innate way of being emotional conflicts with the “correct” female way of experiencing emotion they were taught. As a result of this conflict we have recent generations of men who seek the same indignation rush women have an innate attraction to. However, these young men get their endorphin rush from revenge scenarios that align with their innate imperatives – exposing paternity fraud, cuckoldry and exposing the duplicity of women’s innate mating strategies.
Revenge is an expanding topic of interest for average frustrated young men. Closing in on almost a million subscribers, the Reddit sub-forum r/prorevenge is one of the fastest growing topics on the platform today. I was only made aware of the sub after doing some research on the popularity of tags for YouTube videos. ‘Pro Revenge’ is a Black Pill (and MGTOW) sweetheart tag for what I referred to as the Doom Pill in my video Red Meat for the Red Pill. The Pro Revenge concept is simple; guys in the forum relate stories about how ‘deserving’ people got their comeuppance. Justice or Karma is served up to cheaters, scammers, liars, thieves and other assorted attempts to offend our innately human sense of fairness. To be fair, all Pro Revenge topics are not about cheating or duplicitous women – there are loads of stories about bad employers, plagiarists and Success Porn gurus – but real-world revenge stories about women’s duplicity being thwarted by a smart Red Pill guy or just blind circumstance are clearly the most popular themes.
The popularity of young men experiencing revenge either in fantasy or vicariously through others is becoming a very lucrative profit model for agile YouTube channel hosts as well as Lifestyle Coaches. When I consider the ceaseless hunger for Red Meat topics in the Black Pill, MGTOW or just the Manosphere in general the source of that hunger always comes back to the emotional rush attendant to indignation. When a woman “gets hers” because her mating or empowerment strategy was foiled, men get a sense of righteous indignation; particularly guys who enjoy commiserating in their shared sense of powerlessness. And that commiseration has never been easier or more organized than in our new order technological world. Pro Revenge is just one of many innovations that cater to men’s desire to see things put straight and experience the endorphin rush that comes with it. It feels good to see “justice” served.
Of course, women turned the revenge fantasy into various art forms long ago. Carrie Underwood sings openly about vandalizing and destroying a cheating (now ex) lover’s expensive four-wheel drive truck and countless commiserating women (even today) can recite the lyrics verbatim. In a gynocentric social order, destruction of personal property is entirely acceptable if the perpetrator is a woman who discovered her duplicitous lover was not the man her Hypergamous instincts believed him to be. Women’s existential fear meets justice. And women and feminine-sympathetic men all nod in agreement. Essentially, Pro Revenge has been a thing for women for ages. Courtesy of centuries of bastardized Chivalry and the romantic ideal we just accept it more because Beta men reinforce it as a form of Game. Thus, we have women manufacturing their own indignation in fiction and daytime talk shows that expose an incorrigible pickup artist getting his comeuppance and confirm women’s Hypergamous intuitions. And yet, even this openly embraced double standard only serves as fuel for the Pro Revenge instincts of more young men today.
For all the hopelessness and despondency the information age has brought to men and women it’s also revealed the evolved motives beneath our want for what we think is justice. The Doom Pill is becoming the logical extension of this nihilism and the players in the Hustle Economy are now perfecting ways to profit from it. Exploiting the Gender War for fun and profit has never been easier – because this new generation of men and women enjoy the indignation derive from it so much they become oblivious to their own exploitation.
The Red Pill, with respect to intersexual dynamics, is, and will always be a praxeology. It is unconcerned with value judgements. Issues of how one interprets the data presented by Red Pill praxeology as right or wrong is an exercise in subjectivity and personal belief. In essence the Red Pill should always be about what is – not what should be, not what seems moral, immoral or amoral.
I knocked on about this in The Believers vs. The Empiricists back in July of 2019. The problem with adding ideology to the Red Pill is that it distorts the intent of staying as objective as possible. A Praxeologyis the study of those aspects of human action that can be grasped a priori; in other words, it is concerned with the conceptual analysis and logical implications of preference, choice, means-end schemes, and so forth. In a praxeological context, the Red Pill is a ‘loose science’ concerned with the understanding of the underlying motivators of why we do what we do as men and women. It doesn’t get everything right, but it does ask the right questions. It’s these questions that make believers uncomfortable. The beauty of The Red Pill as a praxeology is that we get to write those questions and conclusions down in pencil, not ink, to be erased and edited as new information changes them. The Red Pill is not an ideology itself. Despite what many moralist critics would like to redefine it as, a Red Pill awareness is about an obligation to understanding the truth about men and women’s natures.
Yes, I know, it is impossible to be entirely objective in anything. In fact, just the thought required in asking a particular question implies a particular subjective bias. You wouldn’t be asking those kinds of questions if you didn’t subscribe to some belief-set that caused you to think about them in the first place. Even a commitment to objective truth is itself perceived as a value judgement. What’s worth your consideration is at least as important as why you think it’s worth considering. I get it. It still doesn’t mean we shouldn’t try to be as objective as humanly possible, in spite of the pre-knowledge that we have underlying reasons for being curious about something.
Objectivity vs. Ideology
There. Now that’s out of the way.
What one does with the data the Red Pill praxeology aggregates, and how one interprets that information, is up to the individual. The prescriptions we create for ourselves with this knowledge are almost always a value call. The real question for men, new to the Red Pill, is are they beginning from a position of value judgement first and then seeking to find the Red Pill data that best aligns with that preconception? Or are they beginning from a neutral, objective position of interpreting this information and then forming well-thought, rational prescriptions for themselves based on that objectivity?
How we make this information useful to us is just as important as how we came to the conclusion that it should be useful to us. After having written in this ‘sphere for almost 20 years now I’ve come to see how men will use Red Pill awareness to either better (save) serve their lives by changing their minds about themselves and implementing it, or else they use that awareness to validate their preconceived belief-sets. Usually they do this by cherrypicking the parts that align with those beliefs and discarding or disqualifying the data that conflicts with them. This is how you get the Purple Pill. Accept just enough empirical Red Pill data to validate a belief-set rooted in their Blue Pill conditioning. And it’s made all the better if you can profit from pandering to those Blue Pill beliefs in others by calling yourself a ‘coach’ of some kind.
PUAs, MGTOW, MRAs, Trad-Cons, Positivity and Success Porn advocates, Red Pill Ministry Pastors, Father-Figure Fitness Coaches, Masculinity Psychologists, Female “Relationship Experts”, and a plethora of other sub-factions that reside in the ‘sphere are all belief-set prescriptions. Their subjective prescriptions either follow in the wake of Red Pill praxeology, or they find their preconceptions validated – in some part – by the data and awareness that the Red Pill brings to them.
When the information that the Red Pill presents conflicts with these belief-prescriptions, that’s when we see believers attempt to redefine the Red Pill as an ideology. When a stark empirical truth challenges an ego-invested belief, most people feel attacked. That belief is often one that people have based their lives on, so challenging the belief is challenging the way that person has lived for a long time. In terms of the Red Pill, it’s much easier to redefine or reinterpret what that empirical data really should mean to a man. And whenever we see words like should or ought we know we’re dealing with a value judgement.
The only way a believer can protect an ego-investment challenged by Red Pill awareness is to reduce the Red Pill to an ideology. Bring the enemy to battle on your own field and on your own terms. So long as the Red Pill is just about objective observations, connecting dots and collating data, the right or the wrong of it, the value judgement of what ought to be, is irrelevant to discerning the truth. But if you can convince yourself and others that the Red Pill is in fact an ideological pursuit – not an objective pursuit – then you choose the terms of terms of the battle. If the Red Pill can be redefined as a belief-set then you can lock horns with it with your own belief-set. Then the debate isn’t about what is, it becomes about what’s right or wrong, or what that data should mean, or how it should be put to proper use in a person’s life. Hypergamy becomes less about women’s nature, and more about how women are inherently predisposed to evil as a result of it. Alpha or Beta become defined by how well a man aligns with a preexisting belief-set – “You’re not a real man if you believe/don’t believe this!” – and the Soulmate Myth might become an article of faith that wins an ideological argument.
Redefine the premise of the Red Pill as an ideology and you can fight it as an ideology. But even if you could, the data the Red Pill presents still forces a lot of conflict in the believer. That leaves the believer to reconcile that data with the cognitive dissonance he/she feels about it. It is much more intrinsically satisfying to redefine, disqualify and then re-qualify information that confounds our beliefs than it is to go into outright denial of that conflicting data. Sometimes outright denial is all that’s left.
People resort to denial when recognizing that a truth would destroy something they hold dear; and there are few things we hold more dear than our investments in what we think are right and wrong with respect to how we solve our reproductive problem. In the case of a cheating partner, denial lets you avoid acknowledging evidence of your own humiliation. Short of catching a spouse in bed with your best friend, evidence of infidelity is usually ambiguous. It’s motivated skepticism. You’re more skeptical of things you don’t want to believe and demand a higher level of proof.
Denial is unconscious, or it wouldn’t work: if you know you’re closing your eyes to the truth, some part of you knows what the truth is and denial can’t perform its protective function. This is why we say, “Once you’ve seen the code in the Matrix, once you’ve taken the Red Pill, there’s no going back.”
One thing we all struggle to protect is a positive self-image. The more important the aspect of your self-image that’s challenged by the truth, the more likely you are to go into a state of denial. If you have a strong sense of self-worth and competence your self-image can take the hits but remain largely intact; if you’re beset by self-doubt (a hallmark of self-righteous Beta thinking), however, any acknowledgment of failure can be devastating and any admission of error painful to the point of being unthinkable. Self-justification and denial arise from the dissonance between believing you’re competent, and making a mistake, which clashes with that image.
Solution: Deny the mistake or redefine the terms of the debate.
By nature men are deductive problem solvers. This is manifest in many ways, but for a Beta male who still believes solving a woman’s problems will lead to him solving his reproductive problem, more often than not it leads him to a worse life. Once a man unplugs and begins to internalize what a deeper, more accurate understanding of intersexual dynamics means to his life he’s going to look for ways to apply it to his own circumstances. This is a natural, unavoidable progression. As I’ve stated in many an essay, I’m not in the business of making better men, I’m in the business of giving men the tools with which to build better lives for themselves. I expect men, at some stage, to use what they’ve learned from what I write to change their minds about themselves and become the better men they can be with a better awareness.
I do not offer prescriptions. I do not have a one-size-fits-all formula or 12 catch-all rules that will help you live a better life. Most men want that formula, and a lot of them will pay a small fortune to avoid the work necessary to effect a real change in their lives if some coach even hints that they have the cheat codes to do it. They are sheep in search of a shepherd. I have precious few expectations of my readers, but one is that I expect you take it upon yourselves to be the artists of your own lives. If it frustrates you that I won’t hold your hand and lead you to a better version of yourself just know that going through that frustration is necessary for you to be your own man. Not an adherent, not an acolyte, but the author of your own decisions.
A lifetime of Blue Pill conditioning has already attempted to remove that control from you long enough.