Episode 19: Why Consistency Is Not the Lever You Think It Is

Why consistency is not the lever you think it is? I spent the first three years of my business being the most consistent person I knew. Every single day, content out, DM sent, follow-ups done, wake-up, repeat, I was relentless. And I stayed broke, not struggling broke, not just getting by broke, genuinely stuck in the same spot, month after month, whilst watching people who posted half as much as me, absolutely blow past me. And for the longest time I thought I just needed to be more consistent, work harder, post more, send more messages, do more of everything. Until I realised something that genuinely changed how I looked at business completely, consistency is not the lever. It never was, and the moment I understood what the actual level was, everything shifted. So if you are someone who has been grinding, you have been showing up, you have been doing the work, and you are still sat there looking at the results going, "What the hell is going wrong here?" This one is for you. If you are the type of person who genuinely believes that you just need to try harder, be more disciplined, post more content, send more messages, and eventually it will all click into place. I need you to hear this, because this belief is costing you years of your life. I am not interested in talking to people who are not willing to do the work. That is a different conversation entirely. If you are lazy and looking for shortcuts, this is not for you, go somewhere else. But if you are someone who has been putting in the effort, genuinely showing up day after day, week after week, month after month, and the needle is not moving the way you thought it would, then you need to understand what I am about to break down it. Because here is what nobody tells you. The people who seem to blow up overnight, the ones who come out of nowhere, and suddenly they are everywhere, getting results, signing clients, building momentum, they are not more consistent than you. They are not working harder than you. They just understood something that you have not figured out yet. By the end of this, you are going to see exactly why consistency alone has been keeping you trapped. Why the most successful people you watch are not actually doing what you think they are doing. And what the real lever is that nobody talks about because it is not as sexy as just show up every day. Here is what most people get completely wrong about consistency. They have been sold this idea that if you just show up enough times, eventually the results will come. Post every day for a year and you will build an audience, send enough DMs and you will book calls, do enough sales calls and you will close clients. And on paper that logic sounds reasonable, it sounds like it should work. The problem is it assumes that what you are doing is actually right. It assumes the offer is correct, the messaging is dialed, the positioning is clear, the strategy makes sense. The fundamentals are solid and for most people none of those things are true. So what happens is you have someone who is incredibly consistent at doing the wrong thing over and over and over again, getting the same result, wondering why nothing is changing, blaming themselves for not working hard enough. I see this constantly. Someone will come to me and say I have been posting content every single day for six months and I am not getting any traction. And I look at their content and within 10 seconds I can see exactly why. The hooks are weak, the messaging is generic, the positioning is unclear, the offer is buried somewhere, nobody can find it. The call to action is nonexistent, there is no clarity on who they actually help or what problem they solve. And they have been consistently producing that same level of quality for six months straight. So what did consistency actually do for them? It locked them into a pattern, it reinforced bad habits, it made them feel productive whilst keeping them stuck, it gave them the illusion of progress whilst they were standing still. Consistency is not a strategy, it is a trait, it is a behaviour, it is a characteristic you bring to the strategy you are executing. But if the strategy is broken, consistency just means you break faster. Think about it like this, imagine you are trying to drive from Manchester to London and someone tells you the key to success is consistency. Just keep driving, do not stop, be relentless, show up every day behind that wheel. So you get in the car, you put your foot down and you drive north, you are driving every single day, you are not taking breaks, you are showing up, you are being disciplined, you are doing the work, but you are going in the wrong direction. How far do you think consistency is going to get you? The harder you work the further away from your destination you go, that is what happens when people are consistent without strategy. They are moving, they are working, they are showing up, they are ticking all the boxes that everyone says they should tick, but they are moving away from the result they want and here is the painful part. Because they are working so hard, they assume the results are just around the corner. Any day now it is going to click, I just need to keep going, I just need to be more patient, I just need to grind a little longer. And they stay trapped in that cycle for years. I have seen people do this for three years, five years, some people their entire career is always believing that more consistency is the answer. Never stop into question whether the direction is right. Let me tell you something that might be uncomfortable to hear, the fitness industry and the coaching industry and the online business space in general. They have glorified consistency to the point where it has become a religion. Just show up, trust the process, be patient, stay consistent and look, there is truth in those statements. I am not saying consistency does not matter, it absolutely does. You cannot build anything sustainable without it, but consistency has become this catch all answer that people throw at every problem. Not getting results, be more consistent, not signing clients, be more consistent, not growing your audience, be more consistent. It has become lazy advice, it sounds good, it feels motivational, but it does not actually solve anything. Because it ignores the fundamental question, what are you being consistent with? Now let me be crystal clear about something. Consistency is not the lever, consistency is the multiplier, there is a massive difference between those two things. A lever creates results, a multiplier amplifies results. If you have something that works and you are consistent with it, you multiply the effect, you get compounding returns, things build on each other. Every piece of content strengthens the last, every conversation leads somewhere, that is when consistency becomes powerful. But if you have something that does not work and you are consistent with it, you multiply zero. And zero times anything is still zero. This is why you can have two people both posting content every day, same platform, same frequency, same effort level, one blows up, the other stays invisible. Same consistency, completely different outcomes, the difference is not the effort, the difference is what they are being consistent with. One person has clarity, their message lands, their positioning is sharp, their content speaks directly to the right people. So when they are consistent, they compound something that works. The other person has confusion, their message is scattered, their positioning is unclear, their content speaks to no one in particular. So when they are consistent, they compound nothing. Both are working hard, both are showing up, both are being disciplined, only one is getting results. So here is the core teaching that I want you to understand from this. The real lever in your business is not consistency, it is clarity. Clarity is what determines whether your efforts produce results or just produce noise, clarity on who you are actually trying to help, not everyone, not anyone who will pay a specific person with a specific problem. Clarity on the specific problem you solve for them, not 10 problems, not whatever they need, one core problem that you are known for solving, clarity on how you are different from everyone else saying the same thing. What makes your approach unique? Why someone should choose you over every other option available to them? Clarity on the transformation you deliver and how you deliver it, what someone gets when they work with you, what their life looks like on the other side, when you have that level of clarity, then consistency becomes powerful, then the work you do compounds, then showing up every day actually means something without it you are just making noise. I learnt this the hard way and I mean the really hard way. When I first started I had no clarity at all, I was trying to help everyone, my messaging was all over the place, I was posting content about 15 different topics thinking I need to show our new stuff. And I was consistent as hell, every single day something went out, DM sent, stories posted, reals made, I was doing all of it, I was everywhere, I was relentless and I was completely invisible. Nobody knew what I actually did, nobody understood who I was for, my content was generic, my offer was unclear, my positioning was identical to 10,000 other people saying the same things in the same way. But I was consistent, so I thought I just needed more time, more posts, more effort, more patience, stay the course, trust the process. Then I watched someone enter my space who had been around for maybe three months, a fraction of my experience, a fraction of my time in the game, a fraction of my knowledge, and they absolutely crushed it. Within 12 weeks they had done what I had been trying to do for two years, I was furious at first, how the hell is this person getting these results when I had been grinding for years? This is not fair, they do not deserve it, I have put in more work than them, that was my ego talking, then I actually stopped and looked at what they were doing. Their messaging was sharp, their positioning was clear, their content spoke directly to a specific person with a specific problem, their offer was dialed, everything aligned, everything made sense, everything connected, they had clarity, and their consistency multiplied something that actually worked. That was the moment I realized I had been lying to myself, I was not losing to people who worked harder, I was losing to people who worked smarter, people who got clear first and then got consistent. I had it backwards the entire time, here is a question I want you to sit with for a second, if you doubled your output right now, posted twice as much content, sent twice as many messages, made twice as many offers, worked twice as many hours, would that actually change anything, or would you just be doubling down on something that is already not working? Be honest with yourself, because most people I talk to know deep down that more of the same is not the answer, they know something is off, they can feel it, they just do not want to face it because facing it means admitting the last six months or year or two years were spent going in the wrong direction. That is painful, it is much easier to believe you just need to be more consistent, work harder, try longer, stay patient, but that belief keeps you trapped. And every day you stay trapped in that belief is another day you waste going in the wrong direction, right? If you are still with me, let me bring this together with some more depth, there are three layers to this that I want you to understand, three levels of clarity that determine whether your consistency pays off or keeps you stuck. The first layer is what I call strategic clarity, this is the foundational level, it is knowing exactly who you serve, what specific problem you solve, what transformation you deliver, how your method is different, why someone should choose you over every other option available to them? People skip this completely, they rush straight to tactics, start posting content before they know what they are saying, start sending DMs before they know who they are talking to, start making offers before they understand what makes their offer compelling. They want to do the fun stuff, the visible stuff, the stuff that feels like progress, but they have not done the foundational work, and then they wonder why their consistency is not paying off. Strategic clarity is the thing that makes everything else work, is the direction on the compass, is knowing where London actually is before you start driving, without it you can run as fast as you want, you will still end up lost. I asked people this question all the time, if someone asked you right now, who do you help and what problem do you solve? Could you answer that in one clear sentence that would make the right person say yes, that is exactly what I need. If you cannot do that, you have a strategic clarity problem and no amount of consistency is going to fix it. The second layer is what I call messaging clarity, and this is how you communicate your strategic clarity to the world at. A lot of people actually know what they do, they have a decent idea of who they help, they understand their offer, but they cannot articulate it in a way that lands. They talk about features instead of transformations, they speak in generalities instead of specifics, they make it about themselves instead of the person they are trying to help, they use jargon that makes sense to them but means nothing to their audience. Your message is the bridge between you and the people you want to help. If that bridge is broken, nothing crosses it. I do not care how consistent you are with posting content. If the message is unclear, nobody is listening, nobody is engaging, nobody is taking action, nobody is reaching out, nobody is buying. You can shout into the void every single day, but if what you are shouting does not resonate, the void does not care. Messaging clarity is about speaking directly to the person you want to help using their language, not your language, theirs. The words they actually use to describe their problem, addressing their specific pains, not generic pains that could apply to anyone. The exact pain that keeps them up at night, painting the picture of their specific desired outcome. What does their life actually look like when this problem is solved? Making it feel like you are talking directly to them and only them. When you get this right, your content starts converting, your DM start landing, your offers start making sense to people. When you get this wrong, more consistency just means more noise that nobody listens to. The third layer is what I call execution clarity. This is knowing exactly what activities to focus on and in what order. One of the biggest mistakes I see is people spreading themselves across 15 different activities because they think they need to do everything. Post on Instagram, post on LinkedIn, start a podcast, send cold DMs, do warm outreach, build a lead magnet, run ads, start a YouTube channel, write emails, create a course, build a community, do webinars, go to networking events and they try to be consistent with all of it. That is not consistency. That is chaos with a schedule. You cannot be consistent with 15 things. You can only be mediocre at 15 things. Execution clarity is about understanding the few things that actually move the needle and going all in on those. For most people starting out, that is three things. Creating content that speaks to their ideal client, having conversations that build trust and lead to opportunities, making offers to people who have a problem you can solve like that is it. Everything else is a distraction disguised as productivity. It looks like work. It feels like progress. But it is not moving you closer to the result you want. When you have execution clarity, your consistency becomes focused. Instead of spreading effort across 10 things, you go deep on three things. And that depth creates results. Depth beats breath every single time. Alright, if you are finding this useful, I want you to do something. Do not just passively listen to this and then move on with your day like nothing happened. I actually think about what I am saying and how it applies to your situation. If this is resonating with you, if something is clicking, if you are starting to see where you might have been going wrong, come and connect with me. Tell me what shifted for you. I genuinely want to know. This is not about me shouting into the void either. This is a conversation and the more you engage, the more I can help. Because I am not interested in creating content that people just consume and forget. I am interested in creating content that actually changes how people think and operate. And so if this is landing for you, let me know. Now, let me go deeper on something that most people completely miss. When I talk about consistency being a multiplier, not a lever, I am making a distinction that sounds subtle but is actually massive. Here is what I mean. Most people treat consistency like it is the cause of success. They think if I am consistent, then results will follow. Consistency leads to success. But that is not how it works. Consistency does not cause results. Clarity causes results. Consistency amplifies whatever clarity you have. If you have strong clarity and you are consistent, you get exponential growth, your efforts compound. Every piece of content builds on the last, every conversation leads somewhere every week is better than the one before. You build momentum that feeds on itself. And if you have weak clarity and you are consistent, you get exponential frustration. Your efforts go nowhere. Every piece of content disappears into the void. Every conversation leads to nothing. Every week feels the same as the one before. You wonder what you are doing wrong. Same consistency. Completely opposite outcomes. The variable is not the effort. The variable is what you are being consistent with. This is so important. I need you to really let it sink in. Consistency is neutral. It does not care what it multiplies. It will multiply good strategy just as effectively as it multiplies bad strategy. So before you double down on being more consistent, ask yourself what you are actually multiplying. This is why I get so frustrated when I see people being told they just need to show up more. Because it is lazy advice. That sounds good, but does not actually help anyone like, yes, showing up matters. But showing up without direction is just motion without progress. I would rather someone took two weeks to get properly clear on their positioning and messaging and then start showing up consistently. Then someone who starts tomorrow and waste the next 12 months being consistent with something that was never going to work. The two week investment saves 12 months of wasted effort. But nobody wants to hear that because it means slowing down. It means admitting maybe you do not have it all figured out yet. It means doing the hard internal work before you get to do the fun external work. Most people would rather stay busy and feel productive than get clear and actually be effective. Busy feels like progress. Busy feels like you are doing something. Busy gives you an excuse when things do not work out. At least I was working hard. But busy without clarity is just expensive procrastination. I want to tell you about a conversation I had with someone inside my program. This person had been in business for about two years. They were posting content every single day. They had built a reasonable following. They were getting engagement. They were doing all the right things on paper. But they were barely making any money. Their revenue did not reflect their effort in any way. They were working harder than most people I know and had almost nothing to show for it financially. When I looked at their situation, I asked them one question. If someone knew landed on your page right now and looked at your last 10 posts, would they know exactly who you help and what specific transformation you deliver? They sat there in silence for about 30 seconds and then they said no, they probably would not. That was the problem. Two years of consistency, thousands of pieces of content, hours and hours of effort and the fundamental clarity was still missing. Their content was good quality. Their production was solid. Their effort was undeniable. But nobody watching knew what they actually did or who they did it for. So we went back to basics. We stripped everything back. We got crystal clear on who they were for, what specific problem they solved, what made their approach different, what transformation they actually delivered. Then we rewrote their messaging, updated their positioning, changed the entire direction of their content, made everything focused and specific instead of scattered and generic. Within eight weeks, they had their first £10,000 month. Not because they suddenly became more consistent, they were already consistent. They had been consistent for two years because they finally got clear. The consistency was already there. It just needed something worth multiplying. Here is what I need you to understand about getting clear. Getting clear is uncomfortable. It means making decisions, real decisions, not keeping your options open, not hedging your bets, actually committing to something. It means saying notice on people so you can say yes to the right people. It means narrowing down when everything in your brain is screaming to stay broad so you do not miss opportunities. It means accepting that you cannot be everything to everyone. That trying to help everyone means you end up helping no one. But that narrowing down is exactly what creates opportunities. When you try to speak to everyone, you connect with no one. When you try to solve every problem you become known for nothing, when you try to be everything you become forgettable, clarity requires courage. The courage to stake a claim to say this is who I help, this is the problem I solve, this is what I stand for, this is what makes me different and then being consistent with that. That is when consistency becomes powerful, when it is focused, when it is directed, when it is amplifying something that actually works, not scattered consistency across a hundred different things, focus consistency on the few things that matter. Right, let me give you some concrete things you can do with this. First, audit your clarity. Look at everything you are putting out into the world right now. Your content, your messaging, your offers, your conversations, your profile, your website, everything. Give yourself this question, honestly. If a complete stranger looked at this, would they know exactly who I help and what transformation I deliver, not kind of know, not figure it out if they looked hard enough? Would it be immediately obvious if the answer is no, then you have work to do and no amount of consistency is going to fix that until you address it. Second, stop before you multiply. If something is not working, do not do more of it. Stop, assess, figure out what is actually broken. Is it the message, the positioning, the offer, the audience, the platform, the delivery? Get clear on what is not working before you try to scale it. Scaling broken things just creates bigger broken things faster. Third, simplify ruthlessly. Most people are doing too many things at an average level. Cut the activities that are not directly moving you towards your goal. Focus on the three things that actually create results. Content that connects with your ideal client, conversations that build trust, offers that solve problems. Everything else is noise. Cut it. Fourth, get honest feedback. Show your content to someone who does not know you. Ask them what you do and who you help based on what they see. If they cannot answer clearly, you have a clarity problem. It is easy to think our messaging is clear when we know what we mean. We are not the ones who need to understand it. Our audience is fifth, shift your identity. This is the belief shift I need you to make. Stop being someone who values consistency for its own sake. Start being someone who values clarity above everything else. Consistency without clarity is just organized chaos. Clarity without consistency is just good intentions. But clarity plus consistency is unstoppable. And here is something you can do today, right now, before you do anything else. Take one hour, just one hour, and answer this question and write it in. If I could only help one type of person solve one specific problem and deliver one clear transformation, what would that be? Write it out. Make it specific. Make it clear. Make it something you could say in one sentence and have someone immediately understand. Then look at everything you are currently doing and ask yourself, honestly, does this align with that? If it does keep going, if it does not change it, that one hour will do more for your business than another month of being consistent with something unclear. Let me bring this to a close. The person you are becoming through this work is not someone who just shows up every day, hoping things will eventually click. You are becoming someone who is strategic, someone who is intentional, someone who understands that effort without direction is wasted energy. You are becoming someone who gets clear first, who does the hard work of positioning and messaging and offer development before trying to scale. You are becoming someone who uses consistency as the multiplier it is meant to be. Not a replacement for strategy, not a substitute for clarity, but an accelerant for something that is already working. That is the difference between people who grind for years and stay stuck and people who seem to blow up overnight. It was never about who worked harder. It was always about who got clearer. Next time, I am going to break down something that follows directly from this. If clarity is the lever and consistency is the multiplier, what happens when you try to scale something before you are ready? Because this is the trap I see so many people fall into. They finally get some momentum, things start working, results start coming in, and then they try to pour fuel on it before the engine can handle it. They try to scale before the foundations are solid, and everything breaks. The leads come in, but they cannot convert them. The clients sign up, but the delivery falls apart. The revenue increases, but the profit disappears. The growth happens, but the stress becomes unbearable. I am going to show you exactly when you are ready to scale, what needs to be in place first, and how to know the difference between growth that is sustainable and growth that is going to burn you out. Because scaling at the wrong time is just as dangerous as not scaling at all. That is coming next. Until then, get clear, then get consistent, not the other way around.