... does a "personal brand" need to be built at all? The entire premise is reducing every human impulse - creativity, curiosity, wanting to make something, into a distribution strategy. "Authenticity" in a thread where every comment has as much substance as hot air, words that sound insightful but fall apart the minute you try to find the insight, sometimes the mockery writes itself doesn't it? It's sad to see a once revered platform turn into another LinkedIn cringefest ... ... already there. The product doesn't have to sell itself from scratch. The risk Nika mentions is real brand-before-product can create a hype-to-reality mismatch. But I think the failure mode is usually "personal brand without substance