How do failed coups influence power personalization in dictatorships? While scholars have studied the mechanisms of personalism in dictatorships in detail, little attention has been paid to the timing and determinants of surges in personalism levels. In this article, we propose that personalism can evolve non-linearly, and show that large, quite rapid increases in personalization by dictators occur after a failed coup attempt. The logic is that failed coups are information-revealing events that provide the dictator with strong motives and ample opportunities to accumulate power. The leader uses this window of opportunity to rapidly consolidate his power at the expense of the ruling coalition. We test the theory using time-series, cross-sectional data on dictatorships in 114 countries in the period between 1946 and 2010. Two placebo tests indicate that disruptive events by regime outsiders – failed assassination attempts and civil war onsets – do not promote the rush to personalize.