History Repeats: A Lesson from Thucydides
As I began reading the opening pages of Thucydides’ masterpiece History of the Peloponnesian War (circa 460–400 BC), one paragraph stood out and left a lasting impression on me:
“To fit in with the change of events, words, too had to change their usual meaning. What used to be described as a thoughtless act of aggression was now regarded as the courage one would find in a party member; to think of the future and wait was merely another way of saying one was a coward; any idea of moderation was just an attempt to disguise one’s unmanly character; ability to understand a question from all sides meant that one was totally unfit for action.”
What strikes me is how relevant this warning is in 2025. I’ve noticed it even on LinkedIn—a platform that once thrived on the exchange of insights, ideas, and professional connections (with the occasional humblebrag, let’s be honest). Increasingly, however, the tone is shifting. Toxic language has crept in. I’ve seen words like “idiot” and “clown” casually thrown around. Worse still, I recently came across a comment containing the horrifying phrase: “Jews are animals.” That such language is appearing on a professional platform is deeply troubling. (Note: I feel the same if these things are said about other people).
History reminds us—often painfully—that cruelty doesn't begin with violence; it begins with words. As Christophe Busch, a leading expert on the psychology of mass violence, rightly notes: the road to atrocity is paved with dehumanizing language.
Reckitt Benckiser fostered a culture built on healthy conflict—one that often drove performance and innovation. But it operated under a strict golden rule: “Feel free to challenge ideas forcefully but never make it personal.” Personal attacks were off-limits. Once a discussion crosses that line, grudges form, and collaboration breaks down.
The wisdom of this approach echoes the words of the Roman historian Tacitus (c. 55–120 AD), who observed: “Men are more ready to repay an injury than a benefit, because gratitude is a burden and revenge a pleasure.” In other words, conflict can be productive—so long as it’s principled.
Toxic communication undermines trust and collaboration—qualities essential to high-performing teams.
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Key Questions for Business Leaders:
It’s time we ask ourselves: can we uphold a higher standard of discourse on LinkedIn and keep toxic rhetoric off the platform?
Outrage-driven language might grab attention, but it rarely changes minds. Take Hillary Clinton’s “deplorables” comment—it didn’t win her support; if anything, it galvanized opposition and may have cost her the election. The same holds true in the workplace.
Let’s commit to restoring a tone of civil, constructive dialogue on LinkedIn.
Even better, can we keep inflammatory politics off the platform entirely? There are other spaces for that kind of debate. And let’s retire the tired claim that “politics is business.” Many of these posts have no genuine relevance to business at all. Personal attacks on politicians—whether aimed at President Trump or anyone else—aren’t business. They’re just noise.
I've read enough to know that the humanist approach rarely wins against extremist voices. But maybe we can succeed on LinkedIn and in our business teams.
It’s up to us to set the standard.
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Feel free to reach out to me at peter.corijn@vucastar.com if you’d like to explore these ideas further. You can also find lots of insights in my book True Leaders Deliver.
Peter Corijn, CEO VUCASTAR Consulting (www.vucastar.com)
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Selected Biography:
Pfeijffer, Ilja Leonard, “Alcibiades”, De Arbeiderspers, 2023
Plutarch, “On Sparta”, Penguin Classics, 1988
Plutarch, “The Rise and Fall of Athens: Nine Greek Lives”, Penguin Classics, 1960
Thucydides, “History of the Peloponnesian War”, Penguin Classics, 1972
Xenophon, “A History of My Times”, Penguin Classics, 1979
Following the election in my home country—and the complex process of forming a new government—I noticed a recurring sentiment in letters to the editor: “We only get to vote every five years. My voice counts for little, and nothing really changes.”
But that perception overlooks a powerful truth: your influence doesn’t end at the ballot box. In fact, you vote every single day—through your wallet.
Strategic clarity is critical for success—but don’t overlook tactics.
They are meant to deal with the demands of the moment. They encompass both planned and real-time adaptations that help you respond to evolving conditions and achieve milestones along the way.
