Business owners must see beyond the illusions. Viral views and massive followings don’t always reflect real expertise. The person you see online isn’t always who they appear to be—just as you may not be exactly who they perceive you to be.
About 12 years ago, I went through a tough divorce—an experience that, as you can imagine, was incredibly painful. In the aftermath, I started seeing a psychologist to help me process everything and regain stability. During one session, I shared how spending time on social media often made things worse. Seeing posts from people who seemed to have it all together only deepened my feelings of struggle.
My doctor responded with a simple but powerful truth: “It’s all an illusion. You’re only seeing what they let you see.” That insight has stuck with me ever since, and it’s something I now pass on to my kids as they navigate the online world.
I grew up just as My Space was taking off. I remember when you needed a college email to sign up for Facebook. I’ve watched social media evolve from a way to connect with friends into an ecosystem dominated by influencers, personal branding, and curated realities.
Back then, there were no sponsored-content disclaimers, no strategic personal brands—just people sharing their lives. Fast forward to today, and almost everything you see online is selling you something, whether it’s a product, a lifestyle, or an idea.
Earlier today, during my lunch break, an industry-related post popped up in my feed. The person (whom I won’t name) was calling out influencer culture, criticizing its superficiality and the illusion it creates. While I agreed with a lot of what they said, I saw things a little differently.
We tend to contrast “real work” with influencer culture. We admire the small business owner grinding behind the scenes, working long hours, sacrificing, staying humble. Meanwhile, we dismiss influencers as inauthentic, self-promotional, and overly polished. But the truth is, the difference between the two isn’t as big as we think.
Every social media account is curated. No matter how “real” someone claims to be, they’re still showing you only what they want you to see. Whether it’s the entrepreneur sharing their struggles or the influencer posting their luxury vacation, both are crafting a narrative. One might seem more relatable than the other, but at the end of the day, it’s all a version of reality designed for an audience.
As we gear up for the 2025 World of Asphalt and start seeing an influx of social media posts, keep this in mind: the people getting the most out of the show are probably too busy to post about it.
