I hate this guy. He’s got a crap personality. So obviously… his ideas must be crap too.

Seriously, I have a problem.
I don’t know if you’ve experienced this too?

A guy I can’t stand just published something really interesting on a topic I care about — one I even write about myself sometimes.

But here’s the thing: I think he’s an idiot.

Well, actually, not just an idiot…

Condescending. Never listens. The kind of guy who always has to get the last word in, toss in that extra argument, and make you feel like you’ve understood absolutely nothing about life.

It’s so damn exhausting. You can’t just have a chill conversation anymore — it instantly turns into a debate, an explanation, a clarification, a nuance.

Carpe Diem, for god’s sake!

I’ve had it with these people…

If it’s someone nice, accessible, making reels with background music, fun and down-to-earth…
Then yes, I actually want to listen. And I’m already sure their ideas are brilliant.

Because, obviously, if someone seems kind, they must have a good heart. A pure soul.

They’re “benevolent.”
And benevolent people always say smart things, right?

But if it’s some pseudo-intellectual, boring “expert” who speaks in a complicated way, with a math teacher face — then their ideas must be boring too.

We keep hearing about critical thinking, ideas, content, and all that crap… but honestly — who still has time for that?

I’ve decided to only listen to people who are attractive, charismatic, and look like they have a dream life.

Personality — that’s the new proof that you know what you’re talking about.
Some people call it the new argument from authority.

I didn’t really get the “argument” part, but whatever. I don’t like authority anyway.

The most important thing is to stay focused on what really matters.

Someone said the other day that we’ve entered the era of emotional expertise — apparently, it’s not what you say that matters, but how you say it, and especially who you are when you say it.
I didn’t get all of it, but based on daily life, I can confirm:

FORM matters. It’s not that complicated. Jesus.

Even your partner tells you you’re bad at it. That’s how serious it is.
How do you even survive at work?

Anyway, you’re not “benevolent.”
Shut up.

So honestly?
Your ideas?
Keep them.

You’d better work on your personal branding.
My grandmother could tell you that: a pretty image beats any argument.

PS: If this post pisses you off, it’s probably because you didn’t get it — or because you find me unbearable. QED.

PSS: Personality doesn’t just undermine perceived expertise and ideas… it also kills engagement and support.

PPS: If you want to explore contemporary expertise, go read Collins & Evans. Or even easier, my own new typology here (in French): https://zenodo.org/records/17068140