I understand that the economy is harsh but it still saddens me to see people use relatives and friends to self-promote. These are folks who have gotten so deep into the “transform yourself into a brand” philosophy that they can’t stop selling themselves even during family reunions or friends’ parties.
The funny thing is that nobody has so many relatives and friends that their purchasing power would be enough to make a business successful. This makes me think that selling oneself to the people who are close is not as much about making an actual profit as it is about the pernicious belief that the only value of human relationships lies in how much practical, quantifiable use you can get out of them.
A plethora of self-help books, articles and websites exhorts people to “use the resources you already have” for self-promotion. And you know what they often have in mind when they refer to these resources? People. People one knows and is close to. There’s got to be something wrong with a world-view where friends and relatives become nothing but potential money-making resources.