I've explain to people before that Jordan Peterson functions in a way that you can essentially describe him as The Red Pill personified. Here's what I mean:
Peterson, like many military factions; cults; terrorist groups; fascist ideologies; and other such groupings tap into a demographic with much potential that can somewhat be easily manipulated into becoming footsoldiers to work for a particular social or political cause: young, lonely, socially or economically disaffected (and in this case, white) men searching for direction or purpose. How he does this is by offering benign, cookie cutter, seemingly common sense advice like cleaning your room, standing up straight, talking concisely and precisely, etc.
But that's only part of it. A lot of the advice he gives can be found anywhere. Self-help books are quite literally a dime a dozen. So, there has to be something else to his advice that attracts these men and make him seem like he's the first one to dole this out. What gives Petersonian advice it's special flair is his tendency to wrap his advice with some form of justification for the desire and entitlement of many white men to be dominant or superior over women, LGBTQ folk, and racial/ethnic minorities. The justifications often come from pseudo-science, misapplication and misunderstanding of scientific research, quasi-philosophy (in Peterson's case, Jungian archetypes), fake intellectualism, and conspiratorial nonsense spoken as critical thinking.
So, it's not enough to say "Stand up straight to make yourself look confident." To really sell it, you have to say "Stand up straight to make yourself look confident because women are biological programmed to like confident men."