In a recent LinkedIn post, Justin Oberman dives into the often-misunderstood concept of personal branding, arguing for a more deliberate approach to public self-presentation. Oberman challenges the popular advice to “just be yourself,” suggesting that true professional success hinges on the intentional construction of a public persona, rather than an unvarnished display of one’s private self.
Oberman begins by referencing Shakespeare’s famous line, “all the world’s a stage,” and notes how this is often misinterpreted as a call for inauthenticity. He contrasts this with the prevailing personal branding mantra of “Be yourself” and “Show your messy side.” According to Oberman, this advice misses a crucial point: people remember those who are “impossible to ignore,” not simply those who are being themselves.
“But nobody remembers the person being themselves because they are just being themselves. They remember the person who was impossible to ignore.”
The Two Selves: Private vs. Public
Oberman posits that for the last century, influenced by the advent of psychiatry, there has been an overemphasis on discovering a single, authentic self. He proposes a return to an older understanding: that individuals possess two distinct selves – a private self and a public self. The private self is who one is at home, while the public self is who one presents to the world.
Where traditional personal branding advice often encourages merging these two selves, Oberman advocates for a different strategy: “Personal publicity says build the public one on purpose.” He argues that this deliberate construction of a public persona is what opens doors and creates opportunities, rather than passively hoping to be discovered.
“One approach leaves you hoping to be discovered. The other puts you in rooms you never had access to.”
Historical Precedents for Public Persona
To support his thesis, Oberman draws on historical figures who achieved prominence not just through their ideas, but through their carefully crafted public images. He dismisses the notion that these personas were accidental, citing examples like Descartes, who gained recognition for writing in French instead of Latin, a strategic choice. Similarly, Nietzsche’s distinctive mustache, P.T. Barnum’s sensational stunts, and Elon Musk’s provocative tweets are presented as calculated elements of personal publicity.
The Deliberate Construction of Success
Oberman contends that significant professional achievements – speaking engagements, book deals, and high-value client acquisition – are not awarded to the “most authentic” individuals. Instead, he asserts, they go to those who exhibit a high degree of deliberate, intentional, and strategic public presentation. He elaborates on this by listing numerous qualities associated with this intentionality:
- Deliberate
- Intentional
- Strategic
- Purposeful
- Calculated
- Precise
- Crafted
- Polished
- Rehearsed
- Refined
- Positioned
- Orchestrated
- Architected
- Engineered
- Designed
- Curated
- Constructed
- Assembled
- Sharpened
- Mastered
Ultimately, Oberman concludes that building a successful business, particularly one centered around personal brand and influence, requires mastering the art of personal publicity. By purposefully constructing and refining one’s public self, individuals can gain access to opportunities and achieve the recognition they desire.
“The speaking gigs, book deals, high-ticket clients don’t go to the most authentic person in the room. They go to the most deliberate, intentional, strategic, purposeful, calculated, precise, crafted, polished, rehearsed, refined, positioned, orchestrated, architected, engineered, designed, curated, constructed, assembled, sharpened, mastered… publicity.”
Oberman encourages readers to focus on building their public self with intention, suggesting that this strategic approach is the key to unlocking professional growth and influence.
📝 About This Content
This article is based on insights shared by Justin Oberman on LinkedIn.
📅 Originally posted on April 8, 2026 | View original post on LinkedIn →