Why Mel Robbins’ ‘Let Them’ theory is the mindset marketers need now

Mel Robbins is a New York Occasions bestselling writer, former CNN authorized analyst, and a globally acknowledged professional in private improvement. Her “Let Them Theory” provides a easy however highly effective mindset: when others doubt, criticize or query you, allow them to. It’s not about giving up — it’s about staying centered on what issues. Within the noise of recent advertising and marketing, that type of readability is extra invaluable than ever.

Robbins’ “Let Them” mindset isn’t about giving up or tuning out. It’s about refusing to waste power on distractions. Allow them to doubt you, allow them to publish, allow them to make noise. Your job isn’t to react however to remain centered on what drives outcomes inside your management.

In a world of shrinking budgets, rising stress, and GenAI headlines, it’s simple for entrepreneurs to fall into the lure of chasing what everybody else is doing. However what when you flipped that? What if comparability grew to become a software — not a set off? 

This mindset shift reshaped how I work. 

As Mel says, “Allow them to shine. Let it sting. Then get to work.”

Right here’s why you’re caught

You’re evaluating — and also you’re doing it flawed.

Each time a competitor launches one thing flashy or earns top-tier media protection, you spiral. You second-guess your roadmap. You copy, chase, overthink. You deal with their win like your loss, and waste time reacting as a substitute of investing in what works.

That’s not technique. That’s self-sabotage.

Excessive-performing entrepreneurs do issues otherwise: they don’t keep away from comparability — they use it strategically.

Once they see a powerful transfer, they don’t shrink. They reverse-engineer it.

Dig deeper: Marketing can’t own the results without a say in the strategy

“Why did it work?”

“What can we study?”

“How can we make it sharper, less complicated, extra us?”

They know most advertising and marketing groups don’t undergo from a scarcity of concepts — they undergo from distraction.

Fixed pivots. Half-finished launches. Conflicting KPIs. Outdated attribution. A management group wanting dozens of webinars, top-brand case research, and 30% pipeline development — abruptly.

Whereas the common group will get caught in chaos, these entrepreneurs keep centered.

They construct test-driven playbooks.

They align with gross sales early.

They anchor to KPIs that ladder to enterprise outcomes — transformed leads, pipeline, income, or all three.

And sure, they borrow nice concepts — however by no means mindlessly.

They don’t reinvent the wheel each time. They refine the wheel till it flies.

Flip jealousy right into a sign.

Feeling jealous of a competitor’s newest marketing campaign? Good.

That’s your future self sending a sign.

Jealousy isn’t weak spot — it’s data. It’s your mind saying: this issues. 

So pause and ask: What precisely is triggering me?

Dig deeper: AI can’t create meaning — that’s still marketing’s job

Is it the readability? The traction? The artistic danger?

Then ask: Am I doing the work that strikes me towards that — or simply doing what’s anticipated?

When these entrepreneurs really feel envy, they don’t scroll — they examine.

They break it down. They rebuild it — sharper, smarter, extra aligned to their targets.

Comparability isn’t a risk. It’s a shortcut to what issues.

Allow them to. Then outperform.

So when your boss forwards that “viral marketing campaign” and says, “Why aren’t we doing this?” — allow them to.

When your CEO forwards that Forbes listing and asks, “Why aren’t we on it?” — allow them to ask.

When your finances shrinks and your KPIs nonetheless develop — allow them to demand extra.

You don’t have to react to each development or justify each ask. You might want to lead. 

The most effective entrepreneurs don’t chase. They architect. They measure what issues. They borrow what works. They usually ignore what distracts.

Allow them to publish. Allow them to win. Allow them to rush.

You keep centered. You outperform.

Backside Line

Your job isn’t to panic each time another person makes noise.

It’s to remain centered lengthy sufficient to make one thing higher.

Allow them to have their second.

Then go them — by constructing what lasts.