Around the country, all sorts of people were listening to these podcasts. Joe Rogan’s sui generis show, with its surpassingly eclectic mix of guests and subjects, was a frequent locus of Peterson’s ideas, whether advanced by the man himself, or by the thinkers with whom he is loosely affiliated. Rogan’s podcast is downloaded many millions of times each month. Whatever was happening, it was happening on a scale and with a rapidity that was beyond the ability of the traditional culture keepers to grasp. When the left finally realized what was happening, all it could do was try to bail out the Pacific Ocean with a spoon.
The alarms sounded when Peterson published what quickly became a massive bestseller, 12 Rules for Life, because books are something that the left recognizes as drivers of culture. The book became the occasion for vicious profiles and editorials, but it was difficult to attack the work on ideological grounds, because it was an apolitical self-help book that was at once more literary and more helpful than most, and that was moreover a commercial success. All of this frustrated the critics. It’s just common sense! they would say, in one arch way or another, and that in itself was telling: Why were they so angry about common sense?
The critics knew the book was a bestseller, but they couldn’t really grasp its reach because people like them weren’t reading it, and because it did not originally appear on The New York Times’s list, as it was first published in Canada. However, it is often the bestselling nonfiction book on Amazon, and—perhaps more important—its audiobook has been a massive seller. As with Peterson’s podcasts and videos, the audience is made up of people who are busy with their lives—folding laundry, driving commercial trucks on long hauls, sitting in traffic from cubicle to home, exercising. This book was putting words to deeply held feelings that many of them had not been able to express before.