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352 pages, Hardcover
First published January 1, 2009
Like every acting man, the entrepreneur is always a speculator. He deals with the uncertain conditions of the future. His success or failure depends on the correctness of his anticipation of uncertain events … The only source from which an entrepreneur’s profits stem is his ability to anticipate better than other people the future demand of the consumers.
It is now not so much a matter of recognizing that a man at work remains a man, that he is never reduced to the status of a passive object, as of viewing him as an active subject who must participate fully, commit himself utterly, and engage completely in his professional activity. The unitary subject is thus the subject of total self-involvement. The target of the new power is the desire to realize oneself, the project one wishes to pursue, the motivation that inspires the ‘collaborator’ of the enterprise, and, ultimately, desire by whatever name one chooses to call it. The desiring being is not only the point of application of this power; it is the relay of apparatuses for steering conduct. For the aim of the new practices for manufacturing and managing the new subject is that individuals should work for enterprises as if they were working for themselves, thereby abolishing any sense of alienation and even any distance between individuals and the enterprises employing them. The individual must work at his own efficiency, at intensifying his own effort, as if this self-conduct derived from him, as if it was commanded from within by the imperious order of his own desire, which there is no question of resisting.