The term “self-made” was fully embedded in 1920s popular culture, intertwined with individualism. Master of positive thinking Dale Carnegie dominated armies of cultural entrepreneurs selling tales of success. The Crash of 1929 and the Great Depression turned many Americans against businessmen’s leadership, but business advocates militantly circulated the myth of self-made success to justify why the privileged still deserved esteem and power. They rejected efforts at systemic change. They used the myth of self-making to explain success and failure as individual matters, and explicitly upheld inequality as a valid outcome of merit alone. To resist the progressive state, conservatives invested enormous resources to attack reformers for threatening freedom and opportunities. Among their rhetorical tools were fantasies of self-made success that they often imagined came from Horatio Alger, distorting his legacy into an individualistic and often harsh “bootstraps” mythology. Into the 1950s, positive thinker Norman Vincent Peale and others magnified the faith that people could “make” their own lives regardless of what the world handed them.