Things like basic hygiene, getting an education, developing good work habits... those things scale, and in fact the entire society benefits when everyone is doing that.

But the vast majority of people will not "build a brand" of any note. And in fact that can't happen, unless the attention economy drastically changes. (Meaning that now everyone can have 10K robot followers on Twitter, and that is somehow useful... I don't know, it doesn't make sense to me.)

In general, it seems this article redefines what luck is at the higher levels, and conflates "luck" with "power" (social, political, economic, etc.).