Kant’s rationale for making self-respect an immediately clear precondition for action grounded in freedom is in need of thoroughgoing revision, since it fails to consider the phenomenological content and the actual origin of reflexive self-reference. On the basis of a history of the concept and a systematic reconstruction of affirmative relations to the self, the author proposes an alternative explanation. According to Bornmüller, moral insight should once again be properly regarded as emerging from a self-referential individual subject.