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‘Reinventing your life’ was not just the programmatic title of an introductory book on schema therapy written in the 1990s of the last century, reinventing everything, including ourselves, became a widely used slogan. Based on the assumption of a developmental imbalance between gratification and frustration of core emotional needs, personality appears to function as a complex of more or less rigid patterns (schemas). Such internal psychic constellations of need-regulation appear on an individual and on socio-cultural levels. In that sense the expression ’Borderline Times’ became an intriguing denotation of what is going on in our time. Sulking, reinventing and shopping as a new kind of religion are three examples of this external expression of internal (borderline) need-regulation.