My Alter Ego Effect Review is based on The Rubric.

I read The Alter Ego Effect by Todd Herman in November 2019.

Check out my Alter Ego Effect Notes for my thoughts, including my favorite quotations, associations, and takeaways.

Please note I am a proud Amazon Affiliate, and all Amazon links on this site are affiliate links through which I earn commissions. If you’d like to support my work, buying books from my affiliate links is a win-win, and I truly appreciate your support.

To buy Zero To One through my affiliate link, please click here.

From The Rubric

Want to see the full Rubric? Send me a request to

The Alter Ego Effect Review – Arguments


The best part of this book are its questions. Both those the author asks of his readers, and those he attempts to answer.

So when Todd Herman made some big and bold promises in the beginning of the book about the evidence supporting his claims, he set the expectations quite high.

I’m sure he included all that evidence as notes in the back of the book, which are fortunately linked in the Kindle version.

But there is a difference between citing sources and incorporating evidence into your writing.

To back up his claims within the text, he mostly stayed comfortable in the world of anecdotes and talking shop, and failed to bring the hard data (premises) to support his ideas and answers (conclusions).

His argumentation fell flat mostly in the middle of the book; he was stronger at the beginning, and strongest at the end.

But ultimately, the author promised to deliver a method backed by research and science, and failed to sufficiently delineate said research and science in the text.

By The Rubric, his arguments were mostly graded as, “It’s a start.”

The Alter Ego Effect Review – Practicality


The promise at the outset of the book is that you’ll be creating your own alter ego from the exercises/instructions in the book. It is sold as a how-to.

Herman did an okay job of this. I think if you’re going to do a how-to, there should be a companion workbook.

Instead, the external resources promoted in every chapter are not workbook like.

So, the onus is on the reader to comb through the material for the “how-to” stuff in order to get it done.

The exercises themselves are in the book. Their presentation does not do them justice, however.

There were some highlights in practicality, however. The easiest chapters to implement are chapters 4 and 14.

By The Rubric, the practicality of The Alter Ego Effect was graded as “It’s a start.”

The Alter Ego Effect Review – Readability


Given that writing is not Herman’s primary craft, I found the text itself to be very readable.

The reading level, writing quality, and lack of errors were all on point.

Points were lost in organization and presentation.

The organization of the chapters within the book was solid.

But within the chapters, it was a bit scattered.

And the presentation didn’t lend itself to accomplishing the how-to promise of the book, which is a big deal to me.

By The Rubric, the readability of The Alter Ego Effect scored as “Decent.”

The Alter Ego Effect Review – Enjoyability


The text showed such promise at the beginning, but ultimately this turned into a boring read.

Not useless (the Practicality score demonstrates that); but my mind would wander and I found myself less and less interested in the anecdotes the more he told them.

I was still very much into the concept and wanting to implement, however.

Mostly, I think Herman did a good job given this is his first book. I am not trying to imply that being a subject expert should translate into enjoyable writing quickly or easily. (Hint: It doesn’t.)

By The Rubric, the enjoyability of The Alter Ego Effect was graded at “It’s a start.”

The Alter Ego Effect Review – Rhetoric


This book was written primarily to deliver value to the reader, so it scores well in the rhetoric department.

With that in mind, the reliance on external resources that aren’t that helpful and mainly funnel readers into Herman’s audience does give it a bit of that “I paid to be marketed to” feeling.

By The Rubric, the rhetoric of The Alter Ego Effect was scored at “Decent.”

The Alter Ego Effect Review – In Total


There’s value in reading this book, even if the book itself fell short in many ways.

It explores a different and worthwhile approach to overcoming challenges common to people in general, and those of us in business in particular.

By The Rubric, the total score for The Alter Ego Effect falls closer to “Decent” than “It’s a start.”