The Hustler’s Playbook: Hustlers Promote Themselves

Hustlers promote themselves and their work. They’re self-promoters.

Hustlers are self-promoters. They are completely and unequivocally sold on themselves. Hustlers aren’t self-promoters because they are arrogant or selfish. Hustlers are self-promoters because they believe deeply that they can and will make a difference. The hustler puts herself out there because she believes in the value she creates, and when she tries something new, she believes that she will find a way to make a difference.

Non-hustlers won’t promote themselves. They aren’t sold on themselves, so no one else is sold on them either. They’re uncomfortable asking people for anything, be it attention, an opportunity, or their money. It doesn’t matter that the non-hustler is smart and capable of creating value for others (and this is often true of the non-hustler). The non-hustler is embarrassed to promote themselves, even though in his heart he knows he has the ability to do good work.

There is one variety of non-hustler, the cynic, who can’t stand that the hustler promotes themselves. The cynic is offended that the hustler is brazen enough to promote themselves and their work. The cynic can’t believe that the hustler boldly makes an ask when they want an opportunity. But the cynic is jealous of the hustler. The cynic criticizes the hustler, mocking what she does and tries to diminish her. But the hustler pays no mind to the cynics or their criticism. She is too busy making a difference to notice. And the poor cynic does nothing to improve their place, nothing to better their own position. To do so would require that they promote themselves and their work, not criticize others.

The hustler knows that there is nothing wrong with promoting yourself and your work. They know that their ability and desire to make a difference for others needs to matched by a willingness to market their brand. The hustler doesn’t worry about what non-hustlers think, and their judgment doesn’t bother her one bit.

There is nothing to be gained by being a secret agent. Share the value that you create.