Increasingly present in the working world, the self-help seeks to provide its readers practices to become successful professionals. This article is guided by the theoretical dialogue between the notion of identity that can be studied in various areas of knowledge, among which we highlight the Social Psychology, Foucault's premises about modes of subjectivity and disciplinary practices. In this sense we propose an analysis of identity practices in the self-help literature of The 7 Habits of Highly Effective People by Stephen R. Covey, watching as the author recommends to its readers to develop habits that will make them very effective as professionals. The analysis enables us to relate the self-help discourse and capitalist-economic discourse that considers the person confined in a productive identity while at the same time, flexible and open to change, guided by the guidelines of the market economy.
identity; work; self-help