you have to have a personality

Not only the economic, but also the personal relations between men have [the] character of alienation: instead of relations between human beings, they assume the character of relations between things. But perhaps the most important and the most devastating instance of this spirit of instrumentality and alienation is the individual's relationship to his own self. Man does not only sell commodities, he sells himself and feels himself to be a commodity. The manual labourer sells his physical energy; the businessman, the physician the clerical employee, sell their "personality". They have to have a "personality" if they are to sell their products or services. This personality should be pleasing, but besides that its possessor should meet a number of other requirements: he should have energy, initiative, this, that, or the other, as his particular position may require. As with any other commodity it is the market which decides the value of these human qualities, yes, even their very existence. If there is no use for the qualities a person offers, he has none; just as an unsaleable commodity is valueless though it might have its use value. Thus the self-confidence, the "feeling of self", is merely an indication of what others think of the person. It is not he who is convinced of his value regardless of popularity and his success on the market. If he is sought after, he is somebody; if he is not popular, he is simply nobody. This dependence of self-esteem on the success of the "personality" is the reason why for modern man popularity has this tremendous importance.