It's cool to care again (finally)

Timothée Chalamet has made it cool to care again.

So I was watching some highlights from the SAG Awards the other night.

(Yes, I watch award shows. Don't judge me. Sometimes you need to see famous people awkwardly read teleprompters to feel better about your own public speaking.)

And then Timothée Chalamet gets up to accept his award for playing Bob Dylan. I'm expecting the usual "I'd like to thank my team, my parents, my pet goldfish" speech.

Instead, he says something that made me sit up straight:

Wait, did a celebrity just... admit they care about being great?

Is that allowed?

Because for years now, we've been stuck in this weird cultural limbo where the "correct" response to success was to downplay it.

To act like you just stumbled into achievement.

To pretend that ambition is somehow embarrassing.

"Oh this? I just threw it together."

"It's really not that big a deal."

"I got lucky, honestly."

We've been playing this strange game where caring too much is somehow worse than not trying at all.

And I get why it happened.

There's something safe about nonchalance.

If you don't admit how badly you want something, you don't have to fully feel the disappointment if it doesn't work out.

But that safety comes at a massive cost:

Without caring, there's no greatness.

Without ambition, there's no innovation.

Without the courage to say "I want to be the best," we all settle for average.

Chalamet's broke the unspoken rule that you're supposed to act like success just happens to you, rather than something you deliberately pursue.

I've been thinking about this a lot while working with creators.

The ones who truly break through aren't just technically skilled.

They're the ones who actually care – deeply, unashamedly – about being great at what they do.

Elite mindsets aren't confined to one industry.

They're everywhere:

• Athletes

• Artists

• Entrepreneur

• Educators

The common thread is care.

So here's my question:

What would change in your work if you stopped pretending not to care?

What would you create if you admitted – like Chalamet did – that you're in pursuit of greatness?

Because the vibes are shifting.

Being nonchalant about your work is getting boring.

Taking pride in achievement is coming back.

And I for one, am happy to welcome that shift.

So this week:

Take care in what you do.

Take pride in what you create.

Share what you build.

Celebrate what you achieve.

The world doesn't need more people pretending not to try.

It needs more people in genuine pursuit of greatness.

Remember, the creator mindset is all you need to grow 🌱

Jordan

P.S. Want to be around other creators who actually care about building something great?

Our community's full of people putting in the work without pretending it doesn't matter.

Just this week, a member shared how a Power Hour discussion about pricing strategy led directly to landing not one, but TWO Adidas campaigns. The brand even approved their creative concept with zero revisions (that literally never happens!).

These are the kinds of real results that happen when you're surrounded by people who care about getting better.

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