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Sympathizers saw a free-speech champion defending traditional values. Hundreds of U of T faculty petitioned for his termination the dean’s office and HR sent letters of warning but never fired him. Activists hounded him online and on campus.
Critics painted him as a privileged professor denying trans lives. But overnight, he was drafted into the culture wars. Moreover, if something as fundamental as gender was no longer fixed, then order-the symbolic “masculine” force keeping chaos, “the eternal feminine,” in check-was in jeopardy.Īt that point, Peterson was more a fed-up academic screaming into the void than an ideologue issuing a rallying cry. If a trans person approached him and had a conversation about it, he’d consider it, but legally requiring citizens to do so, he argued, was a step toward tyranny. Then he blasted Bill C-16, the federal amendment that protects Canadians from discrimination on the basis of gender identity and gender expression, and vowed never to use trans people’s preferred pronouns if coerced by law.
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In those videos, he famously attacked U of T’s human resources department and lamented the demise of free speech, the folly of identity politics and the corruption of liberal arts education.
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In 2016, he posted a series of videos called “Professor Against Political Correctness” to YouTube. In 2009, the Founder Institute, a start-up boot camp in Silicon Valley, hired him to develop a proprietary assessment that could predict which of its applicants would become successful entrepreneurs.īut it would be several more years before he’d find a substantial customer base. Then, finally, he landed his first paying customer. He developed more evaluations, including “The Self Authoring Suite,” a series of self-help writing exercises, and “Understand Myself,” an online personality test.
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But he kept up the software side gig for 12 years because he liked the challenge of turning esoteric psychological research into a profitable real-world product. Peterson didn’t need to sell the software to pay the bills-by this time, he was making more than $100,000 a year as a psychology professor at the University of Toronto and earning extra income from a part-time clinical practice. When they asked Peterson who his other customers were, he had to admit that there were none. They balked when they tried the test for themselves and didn’t like their results. They said it was too expensive, too time-consuming. Peterson told managers it could help them hire the right person for a position, and that tests like these had reliably predicted the job performance of corporate administrators, factory workers, pharmacists and U.S. It was simple, a personality test and some computerized tasks-click certain objects, generate words that start with, say, the letter H. In the late 1990s, he flew to corporate HQs across North America to pitch a piece of hiring software called ExamCorp, a 90-minute psych assessment he’d developed with colleagues as a young assistant psychology professor at Harvard. Before Jordan Peterson became the world’s most polarizing intellectual, he was a salesman.