I dont mean this as a joke. I dont mean this as a provocative metaphor designed to generate engagement on social media, although I am aware that it will generate engagement on social media, because the internet is a machine that converts provocation into dopamine with the same mechanical efficiency that a sausage factory converts pig intestines into breakfast. I mean it as a literal, formal, generic classification. Nietzsche’s books belong to the same literary genre as The 7 Habits of Highly Effective People by Stephen R. Covey, The Secret by Rhonda Byrne, Daring Greatly by Brené Brown, Atomic Habits by James Clear, and the spiral-bound manifestation journal that your cousin Gemma sells on Etsy under the brand name “Luna & Sage” and which has a 4.8-star rating from 2,300 women who describe themselves in their reviews as “currently on a journey.”
It’s a funny conceit, but this essay makes the category of self-help so elastic that it becomes meaningless. Any writer who encourages readers to reconsider their lives becomes a self-help author by this standard, whether it’s Epictetus, Montaigne, Thoreau, or Ted Kaczynski. Another obvious objection is that Rhonda Byrne famously promises that the universe will cooperate with your aspirations. Nietzsche promises nothing of the kind. The absence of any cosmic guarantee is central to his philosophy. If this were about trying to correct academic distortions in the name of accuracy, there was a much easier and obvious way to go. But an essay arguing that Nietzsche belongs to an ancient tradition of philosophy as a way of life wouldn’t have nearly the comic appeal of announcing that Nietzsche was Tony Robbins in a walrus mustache.
I honestly have not given it much thought before now, but my provisional description of the “self-help” genre would be a particularly American belief, motivated by optimism and democratic egalitarianism, that with enough know-how and can-do spirit, each of us is capable of creating the life we want. (Already, this presumes that we have the honesty and self-knowledge to accomplish it, an assertion Nietzsche would guffaw at.) Nietzsche, by contrast, certainly believed human beings could be transformed, but he didn’t necessarily believe that transformation would make them happier, more sociable, better adjusted, or more comprehensible to their neighbors. Nor did he assume that everybody deserved an equal invitation to the enterprise. We take for granted that a writer addressing humanity is, by extension, addressing each of us as an individual. Nietzsche entertained no such democratic obligation. His readers of the future were an imagined spiritual aristocracy, not an untapped market for personal improvement.
What if he regarded our intensely individualistic culture as one of the most successful manifestations of herd mentality in history? After all, everybody is encouraged to be unique. Everybody is entitled to self-expression. Everybody is expected to discover his authentic identity and live his best life. Yet the methods, aspirations, and even the vocabulary of this supposedly independent self-creation are standardized to the point of cliché. We tend to equate individuality with freedom of choice. Nietzsche was deeply suspicious of precisely that understanding of freedom. A person who obediently follows his appetites, preferences, and fashionable enthusiasms may imagine himself independent while remaining entirely governed by forces he scarcely understands.
What we call personal growth often involves becoming better adjusted to the social environment we already inhabit. We learn to manage our emotions, improve our relationships, communicate more effectively, establish boundaries, and pursue satisfying lives. Much of this is perfectly sensible, and Nietzsche himself might have benefited from a little more proficiency in some of these areas. But there’s no reason to assume that he would have considered successful adjustment to modern bourgeois society a particularly admirable achievement. Quite the opposite.
We’re so reflexively accustomed to treating culture as a resource for personal development that we can be tempted to translate his philosophy into that idiom. His ideas become techniques. His provocations become refrigerator-magnet affirmations. His contempt for complacency becomes a motivational challenge. His exceptional individual becomes the ordinary consumer striving to reach his full potential. But one of the most genuinely transformative experiences Nietzsche can offer is the discovery that a philosopher may not consider you, your happiness, or your self-improvement particularly important. And the resulting affront to your self-esteem might be more intellectually valuable than another encouraging reminder of your limitless potential.
“Philosophy as a way of life” does a better job of summing up his varied and evolving interests, from poetry, psychology, and philosophy proper to religion, metaphysics, language, music, and culture, to say nothing of his scintillating prose. Stuffing all that into a contemporary definition of “self-help” makes for a good joke but absurd reasoning. The academics with their focus on minutiae may be like Lilliputians examining Gulliver tied down on the beach, but a reduction of Nietzsche to a peddler of encouraging platitudes is Procrustean in its violence.





