Just Show Up
Starting Was the Easy Part
Last week I hit “send” on the first edition of this newsletter.
Then I refreshed my inbox. Nothing impressive happened. A few subscribers trickled in, but no swarm of new readers—like anyone would secretly hope.
Just the quiet realization that now I actually have to do this again.
And again.
And again.
It feels familiar.
Like when I sign up for a big race.
Excitement is everywhere. I screenshot my registration email and share it with friends and family. Everyone congratulates me.
Then day two comes along.
No more congratulatory messages.
The euphoria vanishes.
Silence takes over.
Even worse, it turns into doubt.
I’ve felt this in startups as well—right after the excitement of “we’re doing this” fades and you’re left with questions like: What do we do now? or Why isn’t anyone buying our product?
There’s no feedback that things are working.
Starting is a moment.
Continuing is the real challenge.
In 2018, I was watching an interview on Instagram with Desiree Linden. She had just won the Boston Marathon—breaking a 33-year drought of American winners.
As she was being interviewed, the interviewer asked her:
“What’s your number one tip for runners out there?”
I was on the edge of my seat, pen and paper in hand, craving some secret insight—training methods, recovery dynamics, a race-day trick.
Her answer?
“Just show up.”
What?!
That was it?
No silver bullet? No hack to become a faster runner?
At the time, I was a novice runner looking for a miracle. I was disappointed—almost angry—at what felt like a useless piece of advice.
Many years later, after becoming a professional marathon runner, I realized how much wisdom that small phrase carried.
Just show up.
In marathon training, this is where most people drift. Not at the wall. Way before that.
They skip one run this week.
Then maybe another the next.
And eventually they don’t quit—they just quietly stop training.
Startups die the same way.
Not with a dramatic failure.
But with silence.
Ouch.
Here’s the uncomfortable truth I keep relearning:
The hardest part isn’t starting.
It’s showing up when nobody is watching.
No pitch-deck applause.
No race-day crowds.
No external signal that says, yes, this matters.
Just you… and the dull work.
Takeaway
If what you started already feels a little flat, a little lonely, a little pointless—congratulations.
You’re exactly where it starts to count.
3-2-1 Sprint
3 Micro Ideas
Decide the cadence once. Never renegotiate it.
Measure reps, not reactions.
When it feels boring, zoom out—boredom is a sign you’re early, not wrong.
2 Quotes that I like
“Most people stop not because it’s hard, but because it’s quiet.” — Anonymous
“Just show up.” — Desiree Linden
A Question to ask yourself
What did you start recently that now feels… awkwardly unexciting—and what would happen if you kept going anyway?
So, if you know someone in the quiet middle, forward this to them.
And if you’re in it yourself, hit reply. I read everyone.