The Cult of Doing Business
29th March 2026
In his new book, Make Your Own Job: How the Entrepreneurial Work Ethic Exhausted America, historian Erik Baker calls this self-help ideology “the rot festering at the core” of our national obsession with work. A comprehensive and sharply written intellectual history, the book traces the origins of several reputedly twenty-first-century maladies to an earlier age. Gig work, as it turns out, didn’t begin with Uber but with Avon direct-sales reps. The wacky metaphysics of today’s tech billionaires have their analogues in the “mind-cures” of nineteenth-century spiritualists. And the celebration of “charismatic” executives has its origins in German social science, with disturbingly fascist undertones. Baker also demonstrates how a fetish for entrepreneurs shaped both modernization theory during the Cold War and now-discredited market-based solutions to global poverty, especially microfinance. But the “marriage of positive psychology and the entrepreneurial ethic” is the book’s primary target. It’s a rotten worldview because it “enjoins us to work more intensely than we need to,” and more importantly, it “leaves us feeling devoid of purpose when we don’t have work.”