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Naval Ravikant is famous for saying that one day he envisions a world of 7 billion people and “7 billion companies.” But is his concept realistic?
According to the booming self-help and professional course industry, it is. Nearly anyone who wants to can set up their personal company and start making money.
According to The Fitness Group which runs a personal trainer course, more individuals are signing up for the concept. The idea is that people can break away from the companies that own them and achieve more financial independence and freedom than they ever thought possible.
“We see so many people coming from different lines of work who are interested in taking a course to learn how to become a personal trainer,” the educational outfit explains. “Many people have fitness as a personal passion, but they haven’t felt as if they can act on it. Not, at least, until now.”
Of course, companies like The Fitness Group aren’t saying that building a personal brand is for everyone. In fact, many students of theirs join gyms and other organizations. However, they are at the sharp end of this movement, and they’ve seen the changes first-hand.
“Nearly everyone who comes to us says that they want more control over their lives,” the company explains. “People want to choose when they work, have the opportunity to earn more, and avoid the managerial structures that make so many careers challenging.”
Personal branding with digital tools
Of course, Ravikant’s suggestion that 7 billion personal brands could soon populate the world is driven by his observation of the growth in internet access and digital tools. These days, anyone can access free platforms, like LinkedIn and Facebook, to drive their companies forward and make waves. Even small-time aspiring entrepreneurs can see tremendous benefits.
The ability of these platforms to facilitate personal brands is high because they allow businesspeople to present a curated vision to their audiences. Fitness gurus (among others) can showcase their talents in unique ways that are suitable for them.
For many, personal branding is about career growth and finding new niches. The internet makes it possible to communicate with a larger audience and find specific people interested in what they’re selling or doing. There aren’t the same hard-and-fast rules as in the old, pre-digital age.
Shift in brand meaning
When Ravikant made his 7 billion business statement, he was also aware of how the concept of a brand was evolving. Brands no longer needed to involve polished statements or strategic messages and could, instead, become more authentic. The idea that everything has to be perfect is now, in his eyes (and many others) a thing of the past. Audiences want individuals offering authentic experiences, down-to-earth advice, and a general acceptance that no one can perfect the world.
“This change in brand meaning is having a profound impact on the way entrepreneurs set up their businesses. You hardly ever see anyone talking about the value of conveying a professional image, except in sectors that demand it, like medicine and law. Outside of these realms, authenticity is the primary concern,” The Fitness Group explains.
Changing definitions of success
Changing definitions of success could also help Naval Ravikant’s vision become a reality. People are less interested in working as part of large corporations and want to jump into providing value by themselves.
For many, success isn’t about money anymore. Doing work that the person loves while enjoying a roof over their heads is often all they require.
Furthermore, there’s a general dislike of the idea of becoming a “salaryman.” While it is a suitable career path for many people, many more want adventure and don’t like the idea of going into the office every day and doing the same things. These individuals often want to simply work in small, intimate communities, serving the people who value their ideas, insights, and contributions.
Criticisms of universal personal brands
However, criticisms are emerging of the idea that everyone has to have a personal brand or own a business. Clearly, it isn’t possible for larger projects, like setting up a power plant or building a cruise liner.
Moreover, there are issues with the idea on a personal level, notably the mental health implications. Some individuals involved in this industry fear that the need to constantly curate one’s life could lead to comparison and burnout, with a side serving of reduced self-worth. Many individuals in the creator and influencer space already feel the pressure to maintain a certain image in public, leading to personal struggles and disconnect from reality. Furthermore, the public can sometimes tire of people who aren’t being themselves and don’t understand their desire for one-to-one advice.
There’s also the issue of saturation in the attention economy. Thousands of people are trying to stand out in specific niches already. That’s only likely to get worse as millions of people get involved in every sector, trying to get people to notice them.
Naturally, the tendency for there to be a few winners will also lead to the formation of new companies and corporate structures. The most successful social media influencers already hire teams of people to do everything from their makeup to their marketing, and this trend is likely to continue at full speed if market concentration increases.
“The good news,” The Fitness Group says, “is that there are other ways for people to take control of their lives. Simply saving money and doing something you enjoy is often enough for fulfillment.”
Ultimately, the concept of 7 billion businesses will create complications, and it may be the case that the economy simply doesn’t allow it. While most companies are small – just a few people – the idea of everyone being an individual, making their way in the economic landscape isn’t something with historical precedent.
There might be a future in which there are, say, 1 billion businesses, run by teams of people highly dedicated to the founder’s mission. But to say that everyone can be in control of what they do will require some spectacular changes in social organization and AI technology.
