In Fight Club
"Jack" (the narrator) and Tyler Durden pick a fight behind the bar and through that fight they manage to attract people to first join the fight and then after founding Fight Club, to join the club.
As we proceed through the film we realize that Jack and Tyler are actually one person.
The catch here is that, how did he manage to get those people start fighting?
I mean by beating himself up he looks more like a lunatic than a badass.