An unpersuasive essay is never useful.
While I don’t think PG’s logical mindset would dispute this fact, I do wish his essay explored more pointedly the tension between persuasiveness and usefulness. His essay has a hint of despair: that it is impossible to persuade most people, and that the minority of humanity that are open to being persuaded (i.e., to learning something novel) are precisely the kind of people who are too intellectually rigorous to be influenced by rhetoric. Thus, persuasive writing is a waste of time?
Not a week goes by where I am persuaded of something that is true, that I had not previously accepted as true because... well... because I had not yet been persuaded.
PG isn’t really arguing that persuasion is unimportant. He is trying to persuade us that persuasion, as a rhetorical art, is a fools errand. And to give him credit, he uses the very method of persuasion in his essay that he promotes: unvarnished condensed truth.
“People believe whatever they want to believe, so you might as well tell them the truth bluntly, accurately, and simply. Even though they won’t listen to you, you’ll be better off for it. And who knows, if you reach 10 other people it will have been worth it. See the single starfish thrown back into the ocean? It mattered to her.”
Having said all that, I’m inclined to agree with PG, because almost no one will change a belief they already hold because of an essay. There’s a good book called “Changing Minds” that explores why people change their beliefs, and very low on a long list is intellectual insight. High on the list is what your peers believe and what beliefs serve your self-interest. It takes a heart of a hero to believe something no one else believes, especially when such a belief requires you to act against your own welfare.
The most useful essays are those that change lives. The sweet spot is to attack those areas of life that people tend to not have a formed opinion about. And this is where PG’s genius lives: at the edge of technology, where few live, let alone believe. That’s where he is at his best. I for one would devour and re-devour an essay about privacy, or AGI, or VR, or even about Twitter. Here’s hoping that this is PG’s opening salvo in more essays that are as powerful as this one, but as relevant to startups as his earlier writings. As he wrote: there is still much left unwritten and undiscovered!