so "shadow work" is another example of a concept with a frustrating marketing problem like "self-love", where in theory it refers to a broad universal phenomenon but the specific words suggest a much more specific aesthetic
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“self-love” has this frustrating marketing problem a lot of other things also have, that while in some sense it ought to refer to this broad universal thing, in practice it’s read as having an extremely narrow and specific “love and light” aesthetic many people don’t relate to
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