The ‘Performance’ Paradox: Justin Oberman on Authenticity in Personal Branding

In a recent LinkedIn post, Justin Oberman discusses a counterintuitive approach to building a successful personal brand, suggesting that the initial step is not self-discovery but rather a deliberate “performance.” Oberman challenges the common notion that authenticity requires revealing one’s innermost self from the outset, arguing instead that a curated outward presentation is essential for any genuine connection or impact to be made.

Oberman’s central thesis is that what the world sees is what counts, and that internal changes alone are insufficient if they are not reflected externally. He states:

“A lot of people are going to hate me for saying this, but the first step of building a successful personal brand is not to find yourself, it’s to put on a show.”

This “show,” as Oberman terms it, is not presented as a departure from authenticity but as the very conduit through which authenticity can be effectively communicated. He elaborates on this point, emphasizing that impactful actions and visible contributions are paramount:

“Love that stays inside your head doesn’t count. Good intentions nobody sees don’t count. Being a good person ‘on the inside’ while your outside tells a different story, doesn’t count.”

The Role of External Action in Shaping Identity

Justin Oberman contends that the prevailing advice to “find yourself” before building a brand is misguided. Instead, he proposes that identity and authenticity are, to a significant degree, shaped by external actions and feedback. According to Oberman, attempting to change one’s internal state without altering outward behavior is unlikely to yield the desired results because the current “inner you” was itself formed by external influences.

Oberman argues that genuine self-discovery and brand development stem from action and consistent outward expression. He posits:

“The only way to change the way you behave, is to change the way you act. The only way to discover who you are, is to use it.”

This perspective suggests a dynamic relationship between action and identity. By actively engaging in a “performance” or a deliberate presentation of oneself, individuals can, in Oberman’s view, begin to shape their internal reality and discover their authentic selves through the process.

Branding as an Act of Creation

The insights shared by Justin Oberman on LinkedIn offer a practical framework for aspiring personal brands. By reframing the initial stages of brand building from introspection to outward action, Oberman provides a path forward for those who may feel stuck or unsure of how to begin.

He suggests that the act of “putting on a show” is not about deception but about intentionality and communication. It’s about making one’s positive qualities and intentions visible and tangible to the world. This visible action, in turn, can influence how others perceive the individual and, crucially, how the individual perceives themselves.

In conclusion, Justin Oberman’s LinkedIn post advocates for a proactive and performance-oriented approach to personal branding. He argues that by intentionally shaping what is shown to the world, individuals can not only build a more effective brand but also embark on a journey of authentic self-discovery.