March 26, 2019

Jordan Peterson Wants You to Stand Up Straight

“ZURICH – What does it mean to be a star in the intellectual world? If an academic is a star in his lifetime, it usually means that he’s invited to lots of conferences, cited in professional journals or even in the public media. Sometimes, more rarely, he also writes books that reach an audience beyond a small circle of experts. Say, someone like Yuval Noah Harari or Francis Fukayama. But Jordan Peterson, the Canadian psychology professor from the University of Toronto, has gained fame on a much larger scale. We’re talking rock star, a bona-fide celebrity.

His 2018 book “12 Rules for Life: An Antidote to Chaos” has sold two million copies in 45 languages. The accompanying lecture tour has been selling out worldwide. But YouTube is Peterson’s main platform and his videos rack up tens of millions of views.

We caught up with him in Zurich a few weeks ago where his daughter Mikhaila (named for Gorbachev) had surgery. Mikhaila is also his business manager, which is quite a job. This is an international operation that involves event production, marketing and PR. Haaretz was given a limited window between media interviews and a lecture Peterson was due to give that evening.”

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