If you are playing close to the poker strategy called Game Theory Optimum, you bluff a lot. Playing holdem that GTO strategy will often have you betting bad hands not only on the flop, but sometimes on the turn and river as well. That strategy is the best way to play against good players. But not against bad players. In fact, there are reasons to play less aggressively even against pros. It might be a tournament. Or you might be at a table where most of your opponents are weak. In both situations you may want to give up a small amount of EV by shying away from a highly volatile strategy. Many players understand that. But what many get wrong is not realiZzng that once you have settled on that less volatile strateg,y you must disobey GTO early round recommendations. Because that recommendation is assuming that some of your profits come from big bluffs that you have decided not to implement at the recommended rate. The most common example of what I am telling you occurs when you are the big blind and a late position raises. If you are not willing to get frisky on later rounds as often as GTO tells you to, you need to throw away some of the preflop hands that GTO has you playing (unless your opponent is terrible,)