We used to talk about life. Now we talk about her business. Every conversation is a sales pitch. Every hangout is a product shoot. Every photo is content. Every story is marketing. I miss my friend. I now have a CEO who occasionally remembers my name. The transformation was gradual. First, she started a skincare line. "Just supporting my hustle!" Fair. We bought. We used. We reviewed. Then came the wigs. "Diversification!" Okay. We bought. We wore. We became walking mannequins. Then came the clothes. Then the accessories. Then the "masterclass" on how to start a business. The friend was gone. The brand had consumed her. And the pressure! Every birthday requires a purchase. Every achievement requires a post. Every conversation ends with "Have you seen my new collection?" I HAVE SEEN IT. I HAVE BOUGHT IT. I AM WEARING IT. WHAT MORE DO YOU WANT FROM ME? The group chat died. It became a marketplace. "Morning fam! Today's deal!" We don't respond. She doesn't notice. The algorithm is her new friend. The engagement metrics are her new family. But the success! She's making money. She's building something. She's living her dream. I am proud. I am also exhausted. I am also poor from buying things I don't need. I am also wondering if our friendship was just early customer acquisition. Has a friend's business consumed them? And are you a proud supporter or a exhausted victim?
