Dubai-based entrepreneur and personal branding strategist Afnan Khalifa (@theafnankhalifa) is striking a nerve across social media with her unapologetic take on the myth of being “self-made.”
In a recent viral Instagram video, Khalifa makes a compelling case that struggling entrepreneurs, especially those in survival mode, should stop romanticizing originality and start copying.
“It’s okay to copy in the beginning. You will have to copy. Then elevate to your highest version of yourself,” Khalifa wrote in the caption accompanying the video.
In the clip, Khalifa breaks down why many people remain stuck financially, not because they lack ambition, but because they’re emotionally exhausted from trying to build systems they’ve never seen succeed.
“Self-made is a lie. Smart people copy first,” she says. “The fastest way to reduce risk isn’t to just get smarter, it’s to copy a blueprint that already works.”
She links the problem to decision fatigue, a psychological phenomenon where the brain begins to shut down under too many choices. Her advice? Reduce risk by following someone else’s proven system until your mind is stable and confident enough to innovate.
“Trying to do it your way from day one isn’t bold, it’s just your pride,” Khalifa states. “It’s the part of you that would rather struggle than quietly admit that you need a roadmap.”
For Khalifa, copying is not about imitation; it’s about survival, speed, and strategy, especially for new entrepreneurs or those rebuilding. She encourages followers to start by modeling success before adding their unique voice and creativity.
Her message is resonating with thousands who are tired of hustle-culture hype and looking for actionable, emotionally intelligent business advice.
Khalifa, known for blending mindset, marketing, and spirituality, ends the video with a soft pitch to her audience: those tired of guessing their way through business can join the waitlist for her upcoming personal branding program, The Brand Code.
