In early 2017 the freelance platform Fiverr ran an ad campaign called “In Doers We Trust” in the New York City subway. One poster read: “You eat a coffee for lunch. You follow through on your follow through. Sleep deprivation is your drug of choice. You might be a doer.”
Jia Tolentino quoted it in The New Yorker in March 2017. She also quoted a 2016 post on the Lyft blog about a driver in Chicago who was in labor: “she stayed in driver mode, and sure enough—ping!— she received a ride request en route to the hospital.” Tolentino called it a “faux-inspirational tale.”