Why "Follow Your Passion" is Bad Advice!
Passion alone won’t make you successful—real success comes from solving problems, developing skills, and enduring the brutal early stages of entrepreneurship before passion even has a chance to follow
For years, we’ve been fed the same feel-good advice: Follow your passion, and success will follow. It sounds great, but it’s also one of the most misleading and dangerous pieces of advice for aspiring entrepreneurs.
The truth is, passion alone won’t pay your bills, and entrepreneurship—especially in the beginning—is anything but glamorous. If you’re considering starting a business, you need to know that success doesn’t come from passion. It comes from discipline, market validation, and the willingness to endure massive amounts of discomfort.
I learned this the hard way when I started Canadian Protein from scratch in my basement and when I took over BioSteel after it went bankrupt. Passion didn’t build these businesses—brutal work, relentless problem-solving, and an obsession with making them work did.
Let’s break down why following your passion can lead you in the wrong direction and why building a business is hell at the start—but still worth it in the end.
1. Passion Doesn't Pay the Bills
One of the biggest problems with the “follow your passion” mindset is that it assumes passion equals profit. But the market doesn’t care what you love—it cares about what provides value.
When I started Canadian Protein, I wasn’t passionate about selling protein powder—I was passionate about building something meaningful and creating a high-quality, affordable product that people actually wanted.
I didn’t start out with a deep love for e-commerce, logistics, or manufacturing. But I knew there was a gap in the market: protein supplements were way too expensive, and I could offer the same (or better) quality at a lower price.
The market didn’t care about my passion—it cared about whether I could provide a better solution.
Over time, as I became skilled in sourcing ingredients, managing production, and growing an online business, I developed a passion for the process. But it wasn’t passion that got me started—it was seeing an opportunity and going after it.
2. Passion Can Lead to Overconfidence and Poor Decisions
Passion is great, but it can also blind you to reality.
You might assume your idea will work because you love it.
You might ignore negative feedback because you believe in your vision.
You might resist pivoting because you’re emotionally attached to your product or service.
When I took over BioSteel, I knew I was stepping into a highly competitive industry with massive players like Gatorade and BodyArmor. The old BioSteel team had spent millions in marketing but ended up bankrupt. Why? Because they were too focused on hype and branding without making the business profitable.
I had to cut costs, streamline operations, and rebuild the business from the ground up. If I had let passion blind me, I would have continued spending recklessly like the previous owners. Instead, I focused on what would actually make BioSteel a profitable company again—even if that meant making tough, unpopular decisions.
The best businesses aren’t fueled by passion alone—they’re built on data, testing, and iteration.
If you truly want to succeed, listen to the market, not just your emotions.
3. Entrepreneurship is Brutal at the Start
A lot of people see the highlights of successful entrepreneurs—private jets, luxury cars, and financial freedom. What they don’t see is the years of suffering it took to get there.
When I started Canadian Protein, I was:
Working insane hours (often until 3-4 AM, then waking up early to do it all over again).
Packing orders myself in my basement.
Managing customer service, logistics, marketing, and inventory all on my own.
Barely making money, reinvesting every dollar back into the business.
There was nothing glamorous about it. It was all pain.
With BioSteel, it was a different kind of hell. Taking over a bankrupt company meant:
Cleaning up the mess from the previous team.
Cutting unnecessary expenses (which pissed people off).
Convincing retailers and customers that BioSteel wasn’t dead.
Competing against a new brand created by the former BioSteel executives trying to take market share back.
Most people quit before they see success because they weren’t prepared for how painful the journey would be.
If you’re not willing to suffer for years, don’t start a business.
4. Passion Can Make You Ignore the Harsh Reality of Business
Starting a business isn’t about passion—it’s about solving problems.
The most successful entrepreneurs didn’t necessarily love what they were doing in the beginning. They loved what it created for them—freedom, impact, and financial independence.
When I took over BioSteel, my passion wasn’t about selling hydration drinks. My obsession was about:
Fixing what was broken.
Scaling the business efficiently.
Winning against competitors who thought BioSteel was dead.
That’s what drives me. The challenge. The opportunity. The game.
If passion was enough, everyone would be successful. But what separates winners from losers is who is willing to suffer through the pain of building something from scratch.
5. The Market Determines Your Passion—Not You
Instead of blindly following your passion, focus on finding what the market wants and getting really good at it.
Ask yourself:
What problems can I solve?
Where is there a gap in the market?
What skills can I develop to create high demand?
Can I endure the pain of building for 3-5 years before seeing success?
When you focus on value creation, passion becomes a byproduct.
For me, Canadian Protein and BioSteel weren’t about following a childhood dream. They were about building something that people needed. And over time, my passion for these businesses grew as they became successful.
Success in business doesn’t come from chasing your dreams—it comes from being great at something valuable and making it work.
Final Thoughts: Passion is Overrated, Grit is Everything
Passion alone won’t make you successful. If anything, it can lead you to make poor decisions, ignore market realities, and quit when things get hard.
The real formula for success?
✅ Find a real problem to solve
✅ Develop skills and expertise in that area
✅ Validate your idea with real market demand
✅ Be willing to suffer in the early stages
✅ Stay disciplined even when passion fades
If I had followed my passion blindly, Canadian Protein wouldn’t exist, and BioSteel would still be bankrupt.
If you truly want to succeed as an entrepreneur, forget passion. Follow discipline, follow opportunity, and let passion develop over time.
That’s how real businesses are built.