The surprising science of why being authentic holds you back—from the author of Why Do So Many Incompetent Men Become Leaders?

"Just be yourself" might be the worst advice you've ever received.

For years, we've been told that authenticity is the key to success—that we should be true to ourselves, tune out others' opinions, and lead with unwavering genuineness. This feel-good message has spawned countless self-help books, leadership seminars, and viral social media posts.

There's just one problem: science says it's wrong.

Drawing on decades of research, renowned psychologist Tomas Chamorro-Premuzic reveals an uncomfortable truth: our obsession with authenticity is backfiring. From Silicon Valley's authenticity worship to failed diversity programs, he exposes how our fixation on our "true selves" undermines both individual and organizational success.

The most successful people aren't those who rigidly "stay true to themselves." They're the ones who adapt and evolve, largely by paying a great deal of attention to how others see them and adjusting their behavior to the requirements of each situation. The evidence is clear: when we focus less on expressing our authentic selves and more on understanding others, we become better humans.

Blending the latest revelations in psychology with razor-sharp cultural critique, Don't Be Yourself doesn't just challenge conventional wisdom—it offers a playbook for long-lasting career success.