Everyone has a personal brand now and yet I'm struggling to find the personalities. And I say this as someone who has content pillars, a posting strategy and probably a document somewhere explaining which version of myself is appropriate for socials (LinkedIn/IG) But GOD, we've gotten good at managing ourselves. We know our niche, three adjectives, signature framework and our carefully selected professional interests. Meanwhile, the people I actually remember online are usually the ones who occasionally go completely off-script. They'll randomly tell me about competitive shooting. Write something WAY too honest about their career. Have an oddly specific opinion about airport carpets. Post something that makes me wonder if I've accidentally switched apps. And suddenly I know something about THEM, not just their positioning. I understand why we're all doing it. When everyone is a brand, you naturally start managing yourself like one. I just hope we don't optimize ourselves so thoroughly that there's nothing surprising left. The internet probably doesn't need another perfectly positioned person. I'd happily take a few more weird ones.