
The tango Cambalache (written in 1934 by Enrique Santos Discépolo) famously claimed that “a donkey and a great professor are treated the same.” It described a social attitude that dismissed differences between knowledge and ignorance—an attitude that, disturbingly, feels very much alive today. It suggests that someone who does not know but believes they do is equivalent to someone who has studied deeply and therefore knows how much they still have to learn.
Today, however, the situation has shifted even further. The distinction between those who had the privilege of advanced formal education and those who did not has not only faded; the balance has tipped in favor of those who openly admit they do not know—and even take pride in it. On that basis, they confidently promote messages that, unsurprisingly, attract large numbers of followers.
Recently, for example, I encountered an “inexpert expert” who organized an event on the use of artificial intelligence in small businesses. When I asked where he had studied the topic—a reasonable question, given that he was hosting the event—his answer was direct and unapologetic: “I watched a couple of videos online.” He was not joking. That was his explanation.
On another occasion, after a presentation I gave on the emerging future, someone approached me and said: “I liked your presentation. What books did you read? Please tell me—I want to run a seminar on that same topic this weekend.” I explained that I had been studying the subject for many years and had read a large number of books. “I only need two,” he replied.
These are not isolated anecdotes. There is growing evidence (Brazilian Journal of Oral Research, 2025, Vol. 39) that more and more people check how many followers a physician has on social media before choosing a healthcare professional. In fact, 85% of patients review doctors’ social media profiles before visiting them (Medical Economics, August 21, 2025). In other words, decisions are increasingly shaped not by professional competence, but by visibility and perceived popularity.
Ironically, this is not what Discépolo was describing in Cambalache. Back then, society treated the “donkey” and the “professor” as equals. Today, the situation is worse: the donkey often wins. As an itinerant preacher observed nearly 2,000 years ago, the “educated,” “professing themselves to be wise, became fools.”
This attitude has been described as “shameless ignorance” or “proud ignorance” (New York Times columnist David French, 2018), and more frequently as “arrogant ignorance” (Brazilian environmentalist José Lutzenberger, 1991; American psychiatrist Allan Hobson, 2014).
The “donkey” of the past did not know that he did not know. Today’s ignorant individuals often know that they do not know, but through arrogance and pride have made themselves resistant to further learning. They have become impermeable to education, growth, and to wisdom as it has traditionally been understood.
We are not talking here about strategic ignorance or feigned ignorance—both of which can be useful in educational settings (Louie Giray, 2023). Rather, we are living through a moment of global crisis and transformation in which we increasingly suffer the consequences of people who arrogantly believe they know everything, in a world where, if we are honest, such certainty is simply not possible.








