Frequently we’re given the advice “just be yourself”. And yet, this is–just as frequently–the wrong advice.

When should you not be yourself? When has it gotten you into trouble? When has it worked out great?

I think we can stick with the common definition of “yourself”, which is “how you behave most days” or “how you usually behave in those situations”. A friend of mine once pointed out that you’re always being yourself, since you can’t be someone else. True, but not what I’m interested in.

Comments? Examples? Refutations?