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Destroying your own [reputation] completely and irreversibly in a few quick steps. Usually refers to someone's great reputation that was built over a very long time and which was utterly destroyed in a very short time by their own unexpectedly [ridiculous] actions, like the previously-respected famous author Nicholas Nassim Taleb did to his own reputation after many consecutive aggressive rants on [social media] that many saw as complete mental break-downs and as attacks to his own ideas, books, friends, colleagues and followers. This is one of the quickest known "from Hero to Zero" in the modern world.
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