It’s personal. Period.
If ever a friend or colleague comes to you for support about some work related issue, please, please avoid using these words: “don’t take it personally”.
I know I have said this many times. We’ve all done it. What we are really saying to them is, disengage your personal feelings because it’s not relevant at work. And we are also conveniently sidestepping having to acknowledge their feelings in the process.
This really is the worst advice you can offer… Why? Because it is personal.
Just because it’s about work doesn’t place it in some special non-personal zone, or that different rules apply.
How you feel in response to what people say and do at work is no less important for them happening in your work, than in your home. Sure, the context is different, but your feelings are the same.
Think about the inverse. What would your work, or life for that matter, be like if we all adopted the “don’t take it personally” philosophy? I shudder to think.
So, the day you find yourself actually not taking things personally at work… quit and find work where you can.
…and here’s a little more the subject:
https://hbr.org/2016/03/dont-take-it-personally-is-terrible-work-advice