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Why L.A.'s Culture Of Narcissism Is A Good Thing For Entrepreneurs

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The following guest post is by Sarah McKinney, cofounder of Amp, a Santa Monica startup that recently released the beta version of its platform – a Yelp for sustainability resources.

The energy is kinetic – you feel it wherever you go. There’s a shifty-eyed self-conscious craving for attention, and people acting like they’re somebody that somebody should know. Every move feels intentional, like a well-crafted strategy attempting to secure whatever opportunity lurks just around the corner, awarded to the person who does the best job standing out. Welcome to Los Angeles – the birthplace of the narcissistic self-promotion that’s currently being normalized by social media and professionalized by the “personal branding” movement.

In no other place in the world is self-celebration so socially acceptable. We are a city of dreamers who share an unspoken contract of mutual support because we understand that, at times, it’s the only defense against the crippling self-doubt that can threaten our continued pursuit. We want each other to succeed because it gives us hope that we might succeed too – narcissism’s upside. We brainstorm passions over raw kale salad with Kimchi, and help each other identify our core point of differentiation over post-yoga herbal-infused elixirs. The sunshine-infused positivity is contagious, softening the edges of even the most cynical. Networking comes easy – people are friendly, and crave connection after hours spent isolated in gridlock. Take this culture and apply it to the growing number of entrepreneurs planting roots and scaling growth in Los Angeles and it’s no wonder why “Silicon Beach” (cringe) is attracting so much attention. If deal flow is increasingly going to the strongest personal brands, L.A. is the underdog to watch.

Look no further than Jason Nazar (a contributor to Forbes.com) to see what I’m talking about. He’s less known for being the founder of a company called DocStoc than for hosting a monthly speaker series called “Startups Uncensored,” where a generation that’s been given gold stars for simply showing up huddles with notepads and business cards in hand, hungry for the straight-shooting advice they failed to receive from parents and teachers who feared negatively impacting their self-esteem. These “Fireside Chats” typically take place at Shutters on the Beach in Santa Monica; the valet service creating a feeling of prestige upon arrival. Videos are posted online afterwards, increasing exposure, engagement, and Nazar’s followers. The talks are informative and fun, and, because Nazar does the interviewing, they end up positioning him as the expert. It’s a phenomenal platform to publicize his company, and a recruiting ground to further propel its success. Nazar didn’t wait until he had several exits on his resume – he’s using his personal brand to make sure those exits happen.

There are countless examples of entrepreneurs taking this path – giving advice through blog posts, articles and talks in an attempt to build their perceived expertise and, in turn, increase their chances of success. Communicating a compelling story – for both the startup and the founder – is a necessary requirement, whether seeking additional team members, advisors, investors, or clients. And it can be a difficult task – unless, of course, you find yourself surrounded by people who work in the entertainment industry and have decades of experience mastering the art of storytelling, and transforming individuals into superstars. L.A.’s savvy in communications would be a mark against the city if it were being used solely to propel vapid pursuits. But that’s far from true, and as the entertainment industry continues to struggle, entrepreneurship is the new rising star, providing the city with a clear alternative path for retaining college graduates, attracting top talent, and boosting the local economy. There’s also a massive shift among young people across the country towards greater interest in social and environmental consciousness – 88% of Millennials are seeking work with a greater purpose. These are the entrepreneurs of today.

They’ve grown up with increased exposure to global issues and witnessed a near systemic breakdown of the American economy – the jobs they wanted weren’t available, and the illusion of job security provided by large companies has been smashed. Taking professional risk is now less of a choice than a common reality. They don’t trust mainstream media, they’re skeptical of government, and yet they seem to understand that the future rests on their shoulders. They feel overwhelmed by the complexity of current realities, and so reign in their focus, and do what they can. They identify market problems and opportunities, pursue their passions, start companies, and create the jobs they want. They eagerly seek out advice from people who’ve had startup success and work tirelessly to promote their company’s mission, and personal brand. With every cheer they receive, the underlying anxiety lessens – replaced by a renewed sense of hope that everything might actually work out okay in the end. And only in L.A. are they cheered on to such a degree that they will be no stopping them. Watch out world – the entrepreneurs of Los Angeles are on their way up.

McKinney is a contributing writer for PandoDaily, GOOD and TriplePundit, and a singer/songwriter/poet. Follow her @sarahmck.