Essay · Reflection
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Why I Wrote "Why I Care"
A look back at teenage burnout, building walls to protect myself, and rediscovering why caring is worth the pain.
Author of Why I Care · CRM Specialist · Creator of Personalitopia
I study how we can understand ourselves, connect with others, and build systems that respect human values.
I am Erik Thor. Over the last decade, I have researched personality psychology, managed enterprise Salesforce CRM systems at Rituals Cosmetics and IAR Systems, and written about what happens when we move past dry theories into real, lived experience.
"Not caring is the hardest thing I have ever tried to do. Caring led me into pain, but closing off made me feel less alive. Love is the point."
Current Locations: Stockholm, Sweden & Netherlands
Focus Areas: Personality psychology, Salesforce CRM architecture, artificial intelligence, and the politics of care.
Pre-Order from 14th Sep
Why I Care
A journey from theory to real, lived experience
Erik Thor
Featured Book
Crowdfunding Launches 14th September
Why I Care: Discovering Values, Feelings, and Real Connection
When I was younger, I thought theories could solve every problem. I spent over ten years studying personality types and cognitive functions to explain why people acted the way they did. But theories alone kept me at a distance from people. This book marks my shift to the messy, beautiful reality of daily life—learning how to care for yourself, hold space for hard feelings, and navigate real human relationships.
Domains of Inquiry & Craft
Where I Spend My Time Thinking, Designing & Building
My work brings together human empathy, enterprise system engineering, psychology, and public reflection.
01
Salesforce & CRM
Over five years designing Salesforce Service Cloud and Marketing Cloud workflows across Rituals Cosmetics, Wehkamp, and IAR Systems. Eliminating friction for support teams so they can deliver genuine human care.
02
Personalitopia
A living journal and personality exploration platform designed to help people reflect without stereotyping. Interactive tests, values coordinates, and moving beyond personality boxes.
Visit Personalitopia →
Platform
03
Timeline & Background
Explore how teenage political activism, psychological research, full-stack WordPress web engineering, and enterprise Salesforce CRM intertwine into one journey.
04
Artificial Intelligence
My stance on AI: why machines must act as honest thinking partners rather than sycophantic digital traps. Designing cognitive architectures that support human agency.
Read Stance on AI →
Perspective
05
The Politics of Care
How to participate in public life without letting rage exhaust you. Shifting away from adversary-based polarization toward tangible local care and human dignity.
Read Political Thoughts →
Civics
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Book: Why I Care
Available for pre-order from 14th September. A reflection on why caring matters even when it hurts, and how to practice values across Breadth, Height, and Depth.
From the Blog
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Recent Essays & Reflections
Psychology · Systems
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Beyond Personality Labels: Moving from Typing to True Human Connection
How personality tests help us start a conversation, and why we must look past four-letter codes to see the real human underneath.
Technology · Artificial Intelligence
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Building AI Systems That Honor Human Dignity
Why machine intelligence should deepen self-reflection rather than automate our human thinking away.