Nikolas Rose's "Governing Enterprising Individuals"

Rose mentions the three dimensions of Foucault's "technologies of the self" - the political, the institutional, and the ethical - as a starting point to discuss the idea of enterprising the self. Rose seems to suggest that therapy is used as a way to gain greater autonomy of the self. He states "Become whole, become what you want, become yourself: the individual is to become, as it were, an entrepreneur of itself, seeking to maximize its own powers, its own happiness, its own quality of life, though enhancing its autonomy and then instrumentalizing its autonomous choices in the service of its life-style" (158). People use therapy to find themselves, to find happiness in their lives, and to feel they are gaining control over their lives. The healthy self becomes free to choose. Then Rose writes about how people often find their identities bound in their work. Work is an important aspect of people's paths to self-realization, "and the strivings of the autonomous self have become essential allies in the path to economic success" (161). I understand that people must work in order to sustain a certain life-style; however, I think perhaps Rose is taking this idea a bit far. Does a person's identity, especially in relation to work necessarily have an economic goal in mind? Perhaps I am not quite reading this right. Rose later states that consumers attempt to enhance their quality of life through acts of choice in a world of goods. He seems to be generalizing quite a bit and it feels corporate.