If I have to hear another woman tell a guy to "just be himself" around women, and he'll have lots of dating success, I think I might have a conniption!
But actually - there's much deeper wisdom in this statement than I think the women saying it realise. The simplicity of the statement makes it sound like it has a simple answer - but actually...
Being yourself is one of the hardest things a man or woman can possibly hope to accomplish. It's a lifelong journey to work out what and who you really are in the world.
It's the peak of self-improvement and self-development.