Why "Showing up everyday" might not be the solution

"Consistency" does not equal growth.

The other day I was browsing YouTube.

Something really struck me.

There where at least 5 videos touting the same advice- “just show up”

Then I opened X (bad idea). I must have seen the quote“consistency is king” a dozen times.

Then I flicked open the Substack app and was met with this quote.

“Consistency is the key to success”.

I see the same messages everyday.

Everyone’s giving the same advice:

• Show up - every day,

• Publish- every day.

• Be consistent. Every. Single. day.

I get. I think this kind of advice comes from a good place.

It’s really well meaning and it can be motivational.

If everyone is saying the same thing then everyone must be right. No?

Well, Maybe…But what if they are not?

What if this is outdated advice?

What if the idea that “consistency is the key to success” is a trap?

A relic from a time when platforms needed any and all content.

Back when just showing up was enough to make you stand out?

Algorithms have changed, audiences have evolved, and the platforms are now saturated.

They don’t need just more content; they need different content, unique content, content with substance.

It’s not enough to post more.

You’re no longer feeding a hungry platform—you’re contending in a crowded arena.

Perhaps the real advantage today lies in doing less, in slowing down to create something with weight.

And btw way this goes for anyone, even if you are not publishing your work.

Even if you are just doing it for you, slowing down and spending more time on the ideas only has upside.

Stop publishing just to publish.

I tried and failed to start an ebook publishing business in 2016.

The course I bought was run by a guy who had made 100s of thousands of dollars publishing books.

The thing is, he started early. He had hundreds of testimonials from people making over 10K a month from publishing books online.

By the time I took the course most of these people’s income had dried up.

Back in the day when ebooks were not really a thing Amazon would push literally anything.

Their problem was simple. No content.

It required an even simpler solution:

More content.

The platform was hungry for it.

The same goes for youtube and any of the other mainstream platforms, including streaming services like netflix.

They first need content.

That is their goal. Quality is not a high priority.

Once they’ve built up a library of content their focus switches to quality, retention and customer satisfaction.

The filtering and sorting mechanisms become infinitely sophisticated and that is where we find ourselves today.

The Myth of Consistency: Chained to an Obsolete System

“Consistency” used to be rewarded because content was scarce.

Today, “content inertia” has taken hold.

Audiences are flooded, algorithms are more selective, and there’s so much noise that we simply tune out.

I know this for a fact because I’m not just a creator. I am also a consumer.

“Showing up every day” doesn’t set you apart; it makes you part of the same blur of posts, clips, and updates that wash over everyone’s screens every second.

True consistency isn’t about volume. It’s about depth.

It’s about connecting with the real people behind those likes and follows. It’s about creating something that makes them pause.

Real consistency doesn’t mean pumping out content like a machine; it means pouring thought into each piece, crafting it as if it were your greatest work—not just another item on the schedule.

Consistency as a Safety Net for Stagnation

Why do we cling so tightly to this myth of consistency?

Because it feels safe.

The idea that if we just keep pressing “publish,” eventually the stars will align—it’s comforting.

But the platforms and algorithms of today don’t need you to be reliable; they need you to be memorable.

That’s why someone with zero followers can go viral overnight. That’s only been a possibility in the last few years with the invention of the “for you page”.

When the focus becomes churning out content to keep up, we lose sight of what makes our work worth sharing.

1. Consistency as a procrastination tool:

A lot of people talk about perfectionism as a procrastination tool. Well consistency is just as likely to be the culprit as well.

Many creators feel a sense of progress simply by publishing every day, even when deep down they know they’re just repeating the same motions.

This is how I started on YouTube, and why I’m not doing that here on Substack.

This cycle of constant posting becomes a substitute for true growth, an excuse to avoid taking risks, facing failure, or rethinking the work itself.

Consistency without reflection isn’t progress—it’s just stasis.

2. Output for output’s sake:

The illusion that more is always better has trapped creators in an exhausting loop.

They think more posts, more updates, more output will be the magic key, without realizing the game has changed.

Algorithms no longer reward quantity, and neither does your audience.

What resonates now is authenticity, originality, and the courage to break the mold.

What’s more authentic than not having a publishing schedule?

What’s more authentic than missing a post because “life happened” and you’re not a robot?

The Hollow Exhaustion of Mindless Consistency

Think about the energy you’ve poured into this daily grind of “consistency.”

You’ve sacrificed time, effort, and creativity all in the name of showing up, following the “rules.”

And where has it brought you?

Has it led to the growth you hoped for?

Or has it only left you exhausted, burned out, and wondering why it still isn’t working?

There’s a maddening irony here: when everyone is publishing at the same relentless pace, nobody stands out.

Audiences don’t hang on to every post—they skim, scroll, and forget.

Meanwhile, you’re chained to a routine, pressured to keep up, and hoping the next post will finally break through.

It’s a dark treadmill, and it’s only getting darker.

Slow Down, Go Deeper, Create with Purpose

Imagine stepping off that treadmill, releasing yourself from the need to constantly “keep up,” and instead giving each piece the thought, care, and energy it deserves.

Imagine pouring yourself into each creation, not because you need to fill a schedule, but because you want it to mean something.

It’s a shift that goes beyond simply posting; it’s about crafting something that speaks to the human being on the other side of the screen.

This doesn’t mean falling into perfectionism or over-polishing your work—it means honoring it.

It means recognizing that in a world saturated with superficial content, what people crave is something real, something with weight.

It means approaching each piece as if it’s your greatest work.

Not just another piece of content, but something that’s worthy of your time and theirs.

Consistency is not about repeating the same thing over and over again. It’s about focusing on what’s important to you and doing it regularly.

Here’s how I’m escaping the trap of rigid consistency and creating work that actually matters to me:

• Create with intention, not obligation. Before I hit publish, I ask myself: Does this add anything meaningful? Will it leave an impact?

• Dare to experiment. I give myself permission to try something new, even if it means breaking my rhythm. I allow myself to step back and ask, What would make this truly original? I still haven’t created anything truly original but the important thing is to come at it from this perspective. Eventually you will start to make connections that will seem new and fresh.

• Seek to connect, not to produce. In a world full of posts, tweets, and updates, choose to create something that feels personal, real, and genuinely valuable. Speak to your audience as you would to a friend—not a number.

Loose schedules can be useful but consistency at all costs leads to decreased quality, decreased connection and decreased motivation.

In this world of fleeting content, let your work become a quiet force. Let it stand for something, let it linger in the mind of those who come across it.

Consistency may bring comfort, but depth brings true, lasting impact.

Thanks for reading and enjoy the rest of your day.

Benjamin