We throw around terms like The Subtle Art of Not Giving a Fk like we’ve read the book when most people just saw the title and thought, “Yeah, that’s me.” But actions speak louder than Instagram bios — and most people do give a f**, way too many in fact, and about all the wrong things.

Take sports, for example. People let wins and losses ruin their week. Grown adults, emotionally crushed because their team didn’t pull through. You’re not on the roster. You didn’t play the game. Hell, half the team probably doesn’t even care that much. Yet here you are, sulking or celebrating like your paycheck depends on it.

I enjoy watching F1. I’d love to see McLaren win again — British team, British leadership — but I don’t watch the races for the outcome. I watch because I love racing. I spend more time watching battles in the midfield than I do the guy in front. Why? Because that’s where the real action is. The outcome doesn’t affect my life. I enjoy it, then I move on.

It’s about being in control of what gets your attention — and what gets your energy.

The Internet Is a Game — Stop Letting It Play You

Now, throw social media into the mix.

The internet makes money by provoking emotions. It’s not here to help you think clearly — it’s here to make you react.

It doesn’t have to be fake — it just has to be emotionally charged.

If you feel angry, scared, inspired, offended, or outraged… you’re more likely to share it, click it, and stay online longer.

I saw a post today from a personal trainer who’d just been in a car crash. Within minutes, they were posting about how strength training “saved their life” and pitching a coaching program. I’m not saying it wasn’t real, but the timing made it obvious. It wasn’t about reflection or recovery. It was about attention. About turning vulnerability into a sales pitch.

That’s what you’re up against every time you pick up your phone.

You see it all the time:

• A “hardship” story followed by a product drop.

• A dramatic post just before a new offer goes live.

• A public breakdown followed by a coupon code.

It’s all content. All designed to get you emotionally invested so you act.

But the moment you act without thinking, they win, and you lose.

Here’s the Truth:

• Social media is curated.

• What you see is filtered.

• Context is usually missing.

• Your emotions are the product.

And the more you fall for it, the less control you have.

What To Do Instead:

1. Ask: Does this actually affect my life?

If it doesn’t, why waste your energy?

2. Don’t outsource your outrage.

If something matters to you, don’t just post — act.

I grew up in the UK during a time when terrorism became normal. I saw the toll in Afghanistan — people I knew getting injured or killed. I didn’t sit back and make posts about it.

I joined. I served. I acted.

Most people who are constantly emotional online rarely take meaningful action — they just move on to the next thing once the algorithm gets bored.

3. Choose your battles — and be ready to show up for them.

Care less about what you can’t control, and double down on what you can. Your actions. Your circle. Your discipline. Your purpose.

We all care about something. The goal isn’t to stop caring — it’s to care about fewer things, more deeply, and to live in a way that reflects those values offline.

Control what you can control.

Let go of what you can’t.

And stop letting strangers on the internet, millionaire athletes, or trending hashtags decide how you feel.

Because you’re not a victim of life—unless you choose to be.

If you’re tired of being pulled in every direction — by opinions, headlines, or highlight reels — and want to focus on what actually matters in your life, book a call with me or one of our coaches at www.masterathletic.com. We’ll help you cut through the noise, build a plan around what you value, and start showing up with more purpose every day.

Nat Galloway

Coach, Master Athletic Performance