I don't have a strong opinion on Peterson, but I find his lobster analogy silly. Yes, all sorts of things exist in the animal kingdom, but I'm not sure that I'm prepared to take the leap and conclude, therefore, that they represent suitable models for how humans should arrange their affairs. Animals also routinely kill and eat each other and prey on the weak. So, by Peterson's logic, these then constitute models for how humans should organize their social institutions?
As for Peterson's self help stuff, haven't read it, but I imagine it's of the garden variety self-help cliches, rostrums, recycled and repackaged truisms, rah rah cheerleading, secrets to success, happiness, and wealth, etc., reductive gross oversimplification of complexity that any number of hundreds of other people have been writing, publishing, or speaking for some time now and for which I also imagine that there hasn't been anything truly original written or stated for about just as long.