See this article. It's an extension of the capitalistic myth of the individual hero who defeats all challengers by the sheer grit of his determination and will.
"The concept of 'alpha male' wolves that assert dominance over their pack through aggression comes from a debunked model of lupine social groups. David Mech introduced the idea of the alpha to describe behavior observed in captive animals. […] But, as he outlined in a 1999 paper, he's since rejected that idea in light of research into the behavior of wolves in the wild. […] All of which is to say: Humans who enjoy the idea of 'alpha males' might want to keep in mind that there isn't really any such thing. And to the extent the term has any meaning at all, it describes the behavior of captive, lonely creatures."
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