Be So Good You Can't Be Ignored

How focusing on this drives success July 23, 2025

This is a famous quote from the comedian and actor Steve Martin which he always gives in response to the question of how to succeed. His point, which he always goes on to make, is that this is often unwelcome advice because in order to be so good you can’t be ignored you have to work incredibly hard for a very long time often without any encouragement or success. His fear is that these days people don’t want to hear this preferring an easier route to success or some kind of a magical formula. It occurred to me, based on several recent conversations with founders, that this advice applies equally well to start up founders.

 In order to ‘be so good’ you need to achieve a required number of things. A genuine product market fit with a needed solution that people are willing to pay for in an area where there is a real pain point. In other words, a much needed painkiller. A price point that makes it appealing. A great go to market strategy and sales engine. An excellent UX that is best in market. This is what you need as a bare minimum.

Once you have all this you will then have to deal with the harsh reality of almost zero brand awareness while fighting large monolithic but incredibly well entrenched and well resourced incumbents. They will leverage their power, resources, market position, brand awareness, capabilities and existing relationships to do everything that they can to squash you like a small fly. This is not a place for the faint hearted.

In order to combat the above mentioned incumbents you will need to get used to almost constant rejection, setbacks and disappointment while developing a mental resilience thicker than a rhinoceros’s hide. It’s mentally and physically exhausting.

 There's been a huge shift culturally when talking about being a founder where we have gone from ignoring mental health, hiding stress and never admitting to vulnerability, to being so open about it that its almost been turned into a superpower. On the one hand I think it’s a good thing that founders are now able to openly admit to the mental toll of running a start up. It’s good that potential founders are aware of the harsh reality that awaits them. On the other hand, we need a word of caution. In our rush to talk about the power of vulnerability we must not forget how hard and exhausting it is building a business and how small the chances of success are. I’ve written previously and spoken with founders on podcasts about the dangers of ‘founder tourism’ and it needs to be reiterated. Founding a start up is incredibly hard work that should not be underestimated or undertaken lightly. Its hugely rewarding, amazing fun and an experience that’s almost impossible to replicate but it’s not easy.

While I would argue that bootstrapping is enormously more fun and rewarding than going down the investor backed route there is no denying that with investors there usually comes access to experienced or like-minded people going through a similar journey. Unless you’re very lucky with your network then as a bootstrapper you are even more on your own.

Having said all, that a Chicken Little approach probably won’t get you out of bed! This is why I think this phrase, ’Be so good you can’t be ignored’ is so good for all founders. Firstly it focuses you on exactly what you need to zero in on to succeed. Product market fit, finding a solution that is must have, getting it out into the market to sell it and over delivering on customer experience. These are all good things that will help you get established. However it’s wider than just that.

Every successful founder I meet with talks about the importance of doing work that you’re proud of. Work and products that you can point to with justifiable pride and go, “We built that.” If you’re always doing work that you’re proud of then both you and your team will be excited to not just turn up each day but to work the hours you need to overcome the constant hurdles in your way so you can deliver on that. Being proud of what you do becomes integral to the DNA of your culture. It is why clients start working with you. It is why talented people join  your team and stay. By being so good you can’t be ignored it becomes not only your path to success but your raison d’etre.

So yes, its seriously hard work. It will test you and demand phenomenal mental resilience and levels of energy and determination. There is, as Steve Martin says no easy route to success or magic formula. However for those mavericks, pirates and rebels who are determined to make it work, if you focus on becoming so good you can’t be ignored you will have every chance of success.