I give Mayer a lot of credit for his work in bridging dry academia-adjacent theories and concepts with the world of stockpicking. His gentle writing style and curious mind are suited for it. However, this comes up short.
The biggest struggle here is that General Semantics, which most of the content is drawn from, is just a rehash of many older ideas from Kantian philosophy and cognitive psychology. In fact, Mayer seems to mostly lean on derivative thinkers like Alan Watts, Robert Anton Wilson, etc. without spending any time engaging with anything technical. For someone who takes the time to brag about the size of his bookshelf, I have to ding him for his unwillingness to engage with the literature.
The result is as expected. The applications of General Semantics to investing feel hollow and without impact. The main takeaway is that we need to dig deep into a stock's inner workings to really understand it, going beyond labels like sectors, ratios, etc.
Most investors are well aware of that.
3 stars because I like Chris Mayer and appreciate the attempt at something new.