In a recent LinkedIn post, Simon Squibb challenges the pervasive advice of simply “being consistent” in content creation and business building, arguing that it’s often “lazy advice” that can lead to mediocrity.
Squibb, a prominent voice in the startup and creator space, contends that the common directives found on social media – such as waking up early, showing up daily, and “locking in” – are insufficient without a guiding purpose. He posits that true progress stems not from blind adherence to routine, but from identifying a core idea or position and relentlessly improving upon it.
“But consistency without purpose is just average.”
The Pitfalls of Unexamined Consistency
Squibb draws a distinction between being consistently the same and being consistently improving. He shares his personal experience, noting that his own success didn’t come from a rigid 5 am wake-up call, but from a deeply held purpose that he refused to abandon.
“I posted hundreds of videos before a single one went viral. I didn’t get there by waking up at 5am every day. I got there by having a purpose that I would refuse to waver on,” Squibb writes.
He criticizes the narrative often promoted on social media, suggesting it can be detrimental. “Honestly, every ‘lock in’ post is selling you the thing that almost ruined my life,” he states, contrasting his past pursuit of material possessions with his later focus on purpose.
Purpose Over Process: A New Framework
The entrepreneur argues that many creators are stuck in a loop of posting daily without seeing significant results because they are following outdated or incomplete advice. According to Squibb, the problem isn’t necessarily the creator, but the guidance they’ve received.
“Nothing’s wrong with them… it’s just that the advice they were given was bad.”
He elaborates on this point, stating, “Consistency works. But being consistently the same doesn’t. Routines don’t work. Purpose + constant improvement does.”
Actionable Advice for Creators
For those finding themselves in a similar situation – posting frequently with minimal engagement – Squibb offers a direct call to action. He advises halting the current strategy and dedicating time to introspection.
“If you’re posting every day and getting four likes, stop. Spend the next 30 days figuring out the one thing you genuinely think the people in your industry are wrong about. Then post that.”
In Squibb’s view, this shift from mere consistency to purposeful, iterative improvement is key to breaking through plateaus and achieving meaningful growth in today’s competitive landscape. He encourages individuals to find their unique perspective and defend it, even at the risk of short-term popularity, as the foundation for long-term impact.
📝 About This Content
This article is based on insights shared by Simon Squibb on LinkedIn.
📅 Originally posted on May 20, 2026 | View original post on LinkedIn →