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

Mel Robbins is a New York Times bestselling author, former CNN legal analyst, and a globally recognized expert in personal development. Her “Let Them Theory” offers a simple but powerful mindset: when others doubt, criticize or question you, let them. It’s not about giving up — it’s about staying focused on what matters. In the noise of modern marketing, that kind of clarity is more valuable than ever.

Robbins’ “Let Them” mindset isn’t about giving up or tuning out. It’s about refusing to waste energy on distractions. Let them doubt you, let them post, let them make noise. Your job isn’t to react but to stay focused on what drives results within your control.

In a world of shrinking budgets, rising pressure, and GenAI headlines, it’s easy for marketers to fall into the trap of chasing what everyone else is doing. But what if you flipped that? What if comparison became a tool — not a trigger? 

This mindset shift reshaped how I work. 

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

Here’s why you’re stuck

You’re comparing — and you’re doing it wrong.

Every time a competitor launches something flashy or earns top-tier media coverage, you spiral. You second-guess your roadmap. You copy, chase, overthink. You treat their win like your loss, and waste time reacting instead of investing in what works.

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

High-performing marketers do things differently: they don’t avoid comparison — they use it strategically.

When they see a strong move, 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 learn?”

“How do we make it sharper, simpler, more us?”

They know most marketing teams don’t suffer from a lack of ideas — they suffer from distraction.

Constant pivots. Half-finished launches. Conflicting KPIs. Outdated attribution. A leadership team wanting dozens of webinars, top-brand case studies, and 30% pipeline growth — all at once.

While the average team gets caught in chaos, these marketers stay focused.

They build test-driven playbooks.

They align with sales early.

They anchor to KPIs that ladder to business outcomes — converted leads, pipeline, revenue, or all three.

And yes, they borrow great ideas — but never mindlessly.

They don’t reinvent the wheel every time. They refine the wheel until it flies.

Flip jealousy into a signal.

Feeling jealous of a competitor’s latest campaign? Good.

That’s your future self sending a signal.

Jealousy isn’t weakness — it’s information. It’s your brain saying: this matters. 

So pause and ask: What exactly is triggering me?

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

Is it the clarity? The traction? The creative risk?

Then ask: Am I doing the work that moves me toward that — or just doing what’s expected?

When these marketers feel envy, they don’t scroll — they study.

They break it down. They rebuild it — sharper, smarter, more aligned to their goals.

Comparison isn’t a threat. It’s a shortcut to what matters.

Let them. Then outperform.

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

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

When your budget shrinks and your KPIs still grow — let them demand more.

You don’t need to react to every trend or justify every ask. You need to lead. 

The best marketers don’t chase. They architect. They measure what matters. They borrow what works. And they ignore what distracts.

Let them post. Let them win. Let them rush.

You stay focused. You outperform.

Bottom Line

Your job isn’t to panic every time someone else makes noise.

It’s to stay focused long enough to make something better.

Let them have their moment.

Then pass them — by building what lasts.