In the first half of the nineteenth century, America’s breathtaking economic and territorial expansion furnished the context for a Second Great Awakening, Romanticism, and electoral politicking. These accelerated the ascent of individualism and encouraged self-refashioning to pursue new ambitions. Individuals’ choices inspired stories that reveal how the evolving myth of self-made success both symbolized and widened the nation’s social and cultural chasms. High-profile self-fashionings of the period included Eliza Jumel’s rags-to-riches, Henry Clay’s feigned humble origins, and reformer Dorothea Dix’s discarding of traditional roles. Leading preachers, including Charles Grandison Finney, inspired thousands to take on individual spiritual choices and worldly service, while Romanticists beckoned men to accept heroic self-agency as their duty. Chief among the latter, Ralph Waldo Emerson insisted that American men exert their "self-reliance." Amid all this churning, antebellum storytellers shifted use of the phrase “self-made” from a rhetorical tool for moral judgments to one for increasingly secular accolades, preparing the way for a gradual turn to financial measures of success.

Wrestling with the eternal mystery of human agency, seventeenth and eighteenth-century Euro-Americans built cultures in which the idea of self-making could begin to take hold. Along the way they developed new mindsets about self-fashioning, ambition, the value of work, materialist consumption, and whether individuals or communities were the proper beneficiaries of people’s improvement. The eighteenth-century’s prominent cultural movements—the Enlightenment’s intellectual developments and the First Great Awakening’s religious revivals—were both context for and products of the growing legitimacy of human agency. In very different ways, their participants and storytellers engaged in transitions that made it possible to imagine self-making. Cotton Mather and other religious leaders struggled with witch trials, epidemics, and spiritual challenges, including how to respond to the Great Awakening’s popular enthusiasms. In the spirit of the Enlightenment, Benjamin Franklin explored science and politics, invented useful devices and civic institutions. Uncertainties about human agency continued, but there was no doubt about the responsibility for self-improvement to serve God and community.