Given the shape of a magnet and its magnetization, point by point, which force does it exert on itself, also point by point? We explain what 'force' means in such a context and how to define it by using the Virtual Power Principle. Mathematically speaking, this force is a vector-valued distribution, with Dirac-like concentrations on surfaces across which the magnetization is discontinuous, i.e., material interfaces. To find these concentrations, we express the force as the divergence of a (symmetric) 2-tensor which generalizes a little the classical Maxwell tensor.