Unpopular opinion. . .

Consistency is overrated.

We’ve all heard it: “Consistency is key.” It’s one of those mantras that is used repeatedly, whether it’s about fitness, business, or personal growth, we’re told that success is often built on a routine, on doing the same thing day in and day out. The message is clear—stick to the plan no matter what. The problem? Life doesn’t work that way. Consistency isn’t necessarily a golden ticket to success. In fact, I’d argue it’s overrated.

Here’s the thing. Life is inherently inconsistent. It’s full of unexpected moments, shifting priorities, and changing circumstances. We go through different seasons—emotionally, physically, professionally. Some days you wake up feeling full of energy and ready to take on anything, and the next day, you’re lying in bed feeling exhausted and overwhelmed. One week your business is thriving, and the next, you’re faced with a setback you couldn’t have predicted. That’s life.

We’re imperfect humans, not robots who can perform the same tasks correctly every day. So why do we push so hard for consistency when it doesn't reflect the reality of the human experience?

The problem with consistency is that it often demands we ignore or suppress the natural fluctuations of life. We’re told that if we don’t stick to our structured routine, we’re lazy, not trying hard enough, we’re failing. So we keep trying, we stick to the plan and push through. This is one of the reasons so many people burn out. For women, it’s especially important to acknowledge the fluctuations in physical energy and mental well-being throughout the monthly cycle.

When we talk about consistency, we often mean repetition. But repetition isn’t always effective—it can be counterproductive, particularly if we’re simply going through the motions without questioning what’s working and what’s not. The most successful people I know aren’t consistent in the sense of doing the exact same thing day after day. They know how to adapt and they’re not afraid to change their routine. The key isn’t sticking to one thing—it’s figuring out what’s needed in this season.

Human nature is inconsistent.

We’re complex, emotional, and unpredictable. Our motivations change. Our bodies change. Our circumstances change. The key to long-term success isn’t stubborn consistency—it’s learning how to ride the wave of inconsistency.

I’m an entrepreneur and a brand advisor. So much of success in business is about adapting to changing market conditions, consumer behaviours, and emerging trends. If you remain consistent with the same strategy, you’ll miss opportunities or, worse, be eclipsed by competitors who are adjusting and innovating. This applies to everything from product development to branding and marketing. You can’t just keep doing the same thing again and again. You need to assess, adjust, and evolve based on what’s happening in the world. What worked then won’t necessarily work now.

But what about our personal lives?

Isn’t consistency important for building habits and improving yourself? Sure, habits matter, but even here, consistency isn’t about following the same pattern every single day. You have to allow for some degree of flexibility. For example, when I was recovering from an illness, I had to make changes to my lifestyle and exercise routine. I moved from high-intensity workouts and running to walking and Pilates. The habit of regular exercise remained, but the exercise itself was different. I didn’t force myself to “stay consistent” based on my previous routine because it wasn’t serving me. The mistake so many of us make—we fight to hold onto something that no longer aligns with where we’re at right now.

Even the idea of consistent “self-improvement” is a trap. It implies that we must always be progressing, always improving, only going forward. But some seasons are meant for rest, reflection, and recalibration. In those times, forcing ourselves to be consistent is actually counterproductive.

We need to stop romanticising “the grind” of relentless consistency. Hustle culture has glorified this idea that the only way to be successful is to work 24/7 no matter how you feel. But if you’re constantly grinding away at something that’s no longer working for you, you’re not progressing, you’re stuck in a loop. Real progress comes from making decisions based on the present moment—not rigidly sticking to a plan that is no longer working.

Instead of striving for consistency, aim for adaptability. Keep changing and adapting to the ever-changing world around you. Consistency is overrated. Let go of the myth, and accept the inconsistency of life.