PITFALL
SCIENTIFIC BASIS
WARNING SIGNS
SOLUTIONS
Impression management Building credibility on appearance, not results Halo effect Letting one quality (e.g. charisma) mask weaknesses Peter Principle Being promoted to one’s level of incompetence Skill stagnation Failing to develop new skills for a new role
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You invest more in image than in outcomes You avoid situations where you might fail
Anchor your credibility in verifiable achievements Share your mistakes and learning openly Highlight the team’s contributions Admit what you do not know Commit to continuous learning: coaching, mentoring Say, “I’m not the expert here – this person is” Identify the critical skills required for your current role Build the credibility of the entire team Define your non-negotiable red lines Seek guidance from an external adviser, mentor or ethics committee Share your ethical reasoning transparently
1. IMAGE-BASED CREDIBILITY
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Pitfalls to avoid
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You take credit for others’ work
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Your reputation does not withstand closer scrutiny
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You rely on past successes without continuing to grow You avoid areas where you lack expertise You delegate everything you do not master The team bypasses you on technical decisions
2. CREDIBILITY WITHOUT COMPETENCE
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Credibility
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Moral licensing Using past good deeds to justify ethical lapses
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You justify deviations by referring to past good actions You make frequent “exceptions” to your principles You rationalise behaviour you would condemn in others The team questions your integrity
3. CREDIBILITY WITHOUT INTEGRITY
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Gradual ethical erosion Small compromises that accumulate over time
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Encourage the team to challenge you
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Ego fragility Credibility dependent on constant external validation Defensive reactivity Attacking those who question your credibility
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You react defensively to criticism You have a constant need for validation You punish those who challenge you You avoid situations where you might be questioned
Ground your credibility in your values, not in others’ opinions Thank those who challenge you Demonstrate that you can be questioned Remember: your worth ≠ your performance
4. FRAGILE CREDIBILITY
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25 © 2026 JONATHAN NORMAND. THIS WORK IS LICENSED UNDER A CREATIVE COMMONS ATTRIBUTION NONCOMMERCIAL 4.0 INTERNATIONAL LICENSE (CC BY-NC 4.0)
Chapter 3
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