A 34-year-old software dev's brilliant branding hack: rebranding selfishness as a lifestyle choice

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<p>Move over, Madison Avenue marketing gurus! This local branding phenom has come up with the perfect communications hack to shift ordinary self-centredness into aspirational boundary-setting. By simply re-classifying his utter disinterest in ever helping any of his loved ones, for fear of temporarily inconveniencing himself, 34-year-old back end software developer Grayden Clements has gone from [&#8230;]</p> <p>The post <a href="https://www.thebeaverton.com/2026/03/branding-genius-this-man-call...