Keen On

Just be yourself many career coaches tell us. But for the psychologist and entrepreneur Tomas Chamorro-Premuzic, the reverse is true. Don’t Be Yourself Chamorro-Premuzic advises in his new book, arguing that authenticity Is overrated and what to do instead. Drawing from extensive behavioral science research, Chamorro-Premuzic contends that success comes not from unleashing your unfiltered self but from understanding where “the right to be you ends and your obligation to others begins.” Authenticity has not only become a privilege for the elite and a trap for everyone else, he argues, but increasingly impossible to distinguish from AI-generated fakery. So don’t be yourself, Chamorro-Premuzic suggests, in defiantly inauthentic advice for both our careers and our lives. 1. Strategic Self-Presentation Beats Radical HonestySuccess comes from “strategic impression management” rather than authentic self-expression. The person who confidently claims “I’ve done this a hundred times” gets the job over the honest cand