In this chapter I analyze the professional subject positions predicated into existence by the start-up episteme. I examine how the percolation of managerial discourses, from the organizational down into the personal, urges people to chase authentic and fulfilling professional identities. In doing so, the start-up episteme creates a culture in which professionals’ subjectivities are maintained in a perpetual state of becoming, in which self-actualization and stability seem always within reach but are never fully achieved. I define this orientation toward work by advancing the start-up worker archetype. The start-up worker recuperates and updates the liberal ideal of the self-reliant, masculine, entrepreneurial individual, and offers it as a recipe for successful lifestyle design. Focusing on processes of subject creation allows me to discuss how the start-up has become an episteme also through the co-optation of desiring subjects and their rebellions against the disciplinary regimes of industrial capitalism.