Power to the social media 'Invisibles'

[Commentary] “We are living in a time when the most radical act is to refuse to talk about yourself."

Social media, despite its reputation as the ultimate agent of self-promotion, actually feeds on self-loathing. If there's anything more eminently clickable than photos of kittens that have "fallen in love" with baby goats, it's stories about what narcissistic jerks people are. In a new book "Invisibles: The Power of Anonymous Work in an Age of Relentless Self-Promotion," author David Zweig argues that those whose job performance is measured by just how little notice they can attract might have something important to teach the rest of us. "What makes Invisibles so captivating," Zweig writes, "is that they are achieving enviable levels of fulfillment from their work, yet their approach is near antithetical to that of our culture at large."