The Irony of Identity

BY: TONY RONCHI

Everyone wants to be special, but no one wants to be individual.

This reveals a deeper truth: Most people don’t want to risk being wrong or making mistakes. Many affiliate owners hope that by blending in, they’ll eventually stand out. I understand this completely — running a business can be overwhelmingly difficult and isolating. There’s comfort in being part of something larger than yourself. Safety in numbers, after all.

The community of affiliate owners is perhaps the greatest benefit of this path. But somewhere, we’ve gotten our wires crossed.

This network should be built on a collection of unique individuals and independent pursuits coming together to share and grow. Instead, it’s evolved into a culture of sameness. Rather than celebrating creativity and individuality, we’ve gathered to emulate and copy — which feels safer and easier.

But this is an illusion.

Without individuality, innovation in our space disappears — and innovation is what made affiliates great in the first place. We’ve traded curiosity and creativity for certainty and copies, sacrificing our innovative edge in the process.

I understand the appeal. When you’re overwhelmed, having someone hand you all the answers seems ideal. But is it really?

Would you trade the ability to build something uniquely yours to simply borrow someone else’s vision? For some, the answer is yes — and this message isn’t for you.

For everyone else: Would you trade your ability to use your business to create a life you’re genuinely proud of and leave a meaningful legacy?

This is for you. Business is challenging, but you don’t want it to be easy. “Easy” means trading your future for quick solutions to today’s problems.

If you simply copy others, don’t be surprised when you wake up one day in a life you don’t recognize. After all, you borrowed someone else’s.

Photo by Rick Evans Photography.