A guy is a lump like a doughnut. So first you gotta get rid of all the stuff his mom did to him. And then you gotta get rid of all that macho crap that they pick up from beer commercials. And then there's my personal favorite the male ego.
In the United States there's a Puritan ethic and a mythology of success. He who is successful is good. In Latin countries in Catholic countries a successful person is a sinner.