These comments reflect Garyvee's ideal of the constant hustler, a neoliberal subjectivity through which people organize themselves and their lives according to market principles. Interestingly, both Ferriss and Vaynerchuk use emotional, affective language to evangelize particular types of labor: think of "following your passion" or "crushing it." Just as one's peers determine what makes an interesting Twitter feed and Valleywag polices the right type of micro-celebrity, self-help gurus script what the "right" sort of affect looks like for social media users looking to capitalize on self-branding. The net effect of this policing is that self-branding, which requires both immaterial and emotional labor, has been both naturalized and gendered.

Alice E. Marwick, Status Update, loc. 510