I build by removing.

Strip away every role you perform. If all of it disappeared tomorrow, how would you describe yourself in three words?

And what parts of your life would immediately disappear if nobody could ever give you approval for them again?

What I do

Everyone is looking through mirrors someone else installed. Most never find out the glass is tinted.

Most people are running a life that was assembled by parents, schools, culture, projection, and the survival rules they learned before they could read. Over time those influences harden into what feels like personality. It is not personality. It is a stack of tinted mirrors layered on top of who you actually are. Each one distorts. People mistake the distortion for themselves and build a life around it. That is why you can achieve everything you were told to want and still feel like you are in the wrong life.

The first life is the inherited one. The second life begins when the tint comes off. When you stop seeing yourself through borrowed glass and start building from what is actually true. The work is not motivational. It is structural. Closer to architecture than to advice.

Who this is for

If those two questions did something to you, that is who this is for. The people who find this work are smart enough to have understood their patterns for years and still cannot translate the understanding into change. They have read the books. They have done the therapy. They can name every mechanism running their life and still wake up running it. They are not looking for another framework to consume. They are looking for the door out of the room they have already mapped.

Reflective. Self-aware. Often successful by every external measure. Tired of the gap between the version of themselves they understand and the version they are actually living.

A message to sponsors and brands

An audience like this does not consume content. They use it. They save what lands. They send pieces to specific people in their lives because they finally have language for something they could not say. They follow because they want more of a voice, not more of a feed.

That is why the engagement profile on this account looks the way it does. The interaction rate sits at 16%. The industry standard for accounts of this size is between 1 and 3%. Monthly reach: 3.5 million. Of those, 91% were people who did not yet follow me when they encountered the work.

At that engagement profile, a single sponsored placement on an account like this is valued at roughly $30,000. I turn almost all of it down.

Why I refuse

The audience that engages with this work does so under the assumption that what they are seeing is the work, not a placement inside it. A sponsored integration, however well-aligned, breaks the contract that makes the engagement possible in the first place. The numbers above only exist because that contract has been held. Selling against it would close the door I am still trying to walk through.

The audience is not for rent. Neither is what I made for them.

What is for sale

The tools I built for myself, I make available digitally, at prices a working person can pay. I could charge more. The work is built to be accessible, because everyone deserves access to the work of removing the tint, and price is a filter that should protect the work, not feed on it.

Alongside that, I work with a very small number of private clients each year. The relationship is deep, the price reflects it, and the people who belong in that room arrive through channels they construct themselves. There is no page for it.

The rest is writing. It is the primary way I express what I am working through. Some of it becomes video. Most of it lives in the newsletter. Eventually, the books.

Benoit Malige

The Second Life

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