Coral Santoro: The #1 Reason Most People Never Reach Their Goals (Use THIS 1% Rule to Keep Making Progress When Motivation Disappears)

Coral Santoro and Jay Shetty discuss the real keys to lasting achievement, underscoring the importance of discipline, resilience, patience, and the willingness to reframe failure and solitude on the journey to success.

Discipline Distinguishes Top Performers From Stalled Pursuits

Both Santoro and Shetty emphasize that the main trait separating top performers from those who stall is discipline. Santoro observes that many people begin with excitement—securing a domain, picking a username, making flashy posts—but quickly lose momentum when the initial motivation fades and results don’t follow. Shetty critiques the “follow your passion” movement for fostering the mistaken belief that work aligned with one's purpose will always be easy and exciting. Instead, both agree that pursuing a meaningful goal entails frequent periods where the work feels dull, uncomfortable, or unrewarding.

Santoro insists, “Discipline, 100%,” noting how easy it is for motivation to dwindle after just a few attempts at something new, such as going to the gym or starting a new diet. She amplifies that real progress comes from repeatedly showing up, performing the “boring” fundamentals, and being willing to face discomfort and lack of progress. Discipline means working on the days you don’t want to, staying up late to finish a task, or enduring financial and emotional hardship. Like Olympic athletes training under grueling conditions, entrepreneurs and creators must push through a slower, quieter form of pain—often sacrificing salary, comfort, or praise early on, trusting that repetition and showing up will ultimately yield results.

Santoro adds that success is built on this repetition, not the exciting or glamorous moments: “In any brand, in any business, any relationship, the boring stuff is what makes everything stick together.” She underscores the importance of working through discomfort, claiming that “being able to work when things are uncomfortable is what differentiates the top 1%.” Over time, this builds resilience—the real muscle behind lasting success.

Reframe Failure as Information, Not Rejection, to Transform Entrepreneurial Setbacks

Santoro reframes failure as “just data”—information for adjustment, not evidence of inadequacy or a reason to give up. She asserts that failure only occurs when someone abandons the process too soon, often due to early rejection or discouraging results. Santoro candidly shares that her own path was shaped by failed ventures and financial setbacks, which forced her to learn new skills and adapt. “Real life is trying. Real life is failing. I don't believe in failure. It's just data.”

She suggests that “a winner is just a loser who tried one more time,” highlighting the normalcy of self-doubt and questioning one’s capabilities during the growth process. Building something meaningful inevitably involves confronting moments where you wonder if your idea or effort is worthwhile. Santoro cautions that most people give up not because their idea is flawed, but because they lack the patience and honesty to recognize that results require sustained, sometimes lonely, effort.

She addresses the misconception of overnight success, pointing out that her own “overnight” breakthrough was only visible after a decade of private, unrecognized effort, learning, and discipline. True success is about “who you are as a person, who you're leaving with and the values that you're leaving people with,” and is achieved by continually leveraging failure as feedback for improvement.

Patience With an Unwavering Vision Creates Breakthrough Success

Santoro argues that patience—paired with a strong vision and flexible execution—is foundational for enduring success. Many give up when initial traction is slow, not realizing that credibility and momentum are built over years through consistent effort. She compares success to physical fitness: the early pain and lack of visible change are discouraging, but with persistence, slow transformation and growth happen. “The idea is not the problem, is that you're not patient enough,” she says.

Santoro stresses the ...

Jay Shetty and Coral Santoro explore the realities of entrepreneurship, highlighting the importance of execution, strategic growth, and communication over mere originality or cleverness. They share personal insights on building a social media presence, avoiding common pitfalls, and developing a resilient, adaptable personal brand.

Execution Quality Outweighs Originality or Cleverness

Jay Shetty emphasizes a strong preference for execution over novelty, noting that mediocre ideas can succeed when relentlessly executed. He observes how poor or unoriginal ideas often become successful simply because their creators implement them effectively and consistently. For instance, the idea behind “water bath”—just water—proves that simple concepts can become brilliant products through excellent execution.

Santoro and Shetty dispel the myth of market saturation, with Santoro declaring that the notion was “invented by someone with low creativity.” Shetty recalls being told that podcasting was saturated when there were 700,000 shows, yet today there are two and a half million podcasts. Santoro began on social media eight months prior and scaled a massive platform, showing there’s always room if you can differentiate and serve your audience.

They further stress that success requires focus and persistence: entrepreneurs often fail because they try multiple variables at once instead of testing one approach over an extended period. Santoro points out that many give up on ideas too soon, whereas consistent, singular efforts can reveal what truly works.

Steps to Build a Social Media Presence: Market Research & Audience Engagement

Santoro details practical steps for building a powerful presence. She recommends analyzing competitors’ three-star reviews on Google rather than the perfect five-star ones. Three-star feedback reveals nearly-satisfied customers and exposes tangible gaps where you can deliver better value. She used this approach herself, contacting those reviewers directly through social media to invite them to check her own page.

Another tactic is to study adjacent industries. Santoro explains that while building brands, she’d examine areas like nail polish if working with soap, to gain fresh ideas and avoid industry echo chambers. She advocates actively forcing social media algorithms to show content from outside your field, cultivating a broader base for innovation.

Patience proves essential for growth. Santoro’s rapid rise on social media led some followers to believe she’d been active much longer, highlighting an effect where repeated exposure creates the impression of longstanding presence. She insists that if you are patient and maintain steady belief in your venture, real growth will eventually follow, even if initial progress appears painfully slow.

Clear Communication Prevents Costly Internal Errors

Santoro underscores that communication is at the core of business success and personal relationships. She advocates directness: whether expressing affection or uncomfortable truths, communicating clearly makes organizations and individuals stronger. Leaders must not shy away from sharing honestly—mistakes should be aired because uncomfortable feedback spurs growth and prevents greater harm.

A lack of communication leads to costly errors. Santoro recounts a story where a minor transfer was mistakenly multiplie ...

Navigating relationships and friendships requires intentional communication, the ability to support and celebrate each other's ambitions, and embracing the evolution of social circles with mutual respect and understanding.

Partners Elevate or Constrain Your Potential Based On Their Comfort With Ambition

Coral Santoro explains that being with an entrepreneur means embracing a lifestyle defined by uncertainty, late nights, missed birthdays, and evolving ideas. Partners of entrepreneurs must adapt to irregular schedules, impromptu obligations such as taking a call during dinner, and the unpredictability that comes with building something new. Unlike the stability of a traditional nine-to-five, an entrepreneurial partnership asks for flexibility and trust in visions not yet realized.

A supportive partner plays a transformative role, challenging you to rise to new standards, pushing you to be your best self, and celebrating your victories. Santoro reflects on her own relationship, emphasizing that a good partner is genuinely happy for your success, sacrifices alongside you for your mission, and prefers to see you grow rather than simply offer comfort. In contrast, she notes that some friends struggle because their partners make things difficult for them.

Santoro highlights the unique dynamics faced by women entrepreneurs, stating that women must have partners who do not fear being overshadowed by their success. Breaking from outdated stigmas about male providers, supportive partners who embrace and foster female achievements become crucial for women in business.

Admiration Determines if Relationships Survive Hardship and Change

Admiration is described as the glue that binds relationships, carrying partners through both triumph and adversity. Santoro emphasizes the need to admire your partner for their strengths, failures, and even in the face of extreme hardships—such as illness, bankruptcy, or major life changes. She cites the example of a couple surviving immense financial debt through mutual admiration.

If admiration fades, Santoro insists the relationship inevitably breaks, regardless of shared history or investment; no external force can revive it. True partnership, she says, means sincerely wishing for your partner's success, even amid separation or challenging transformations. Only enduring admiration can weather the most difficult circumstances.

True Friendship Celebrates Others' Wins Without Jealousy

Santoro believes that authentic friendship is rooted in celebrating each other’s wins. Friends who are proud of your accomplishments, who wake up in different time zones just to share in your success, and who share discoveries or innovations so you can benefit—these are friends who demonstrate genuine admiration. In her own experience, Santoro has a group chat with friends who enthusiastically support her triumphs, fostering a space free from jealousy.

Jay Shetty observes that ...

Coral Santoro and Jay Shetty examine the inner journey of self-confidence, redefining success, and the critical role of self-talk and purpose in achieving personal growth.

Imposter Syndrome: Mistaking Disorientation For Inadequacy Upon Arriving At an Unfamiliar Destination

High achievers often experience imposter syndrome when entering unfamiliar spaces, such as Coral Santoro’s first invitation to the American Music Awards after party, where she didn't know anyone in the industry and felt out of place—even failing to recognize celebrities like Post Malone or Daddy Yankee. Santoro likens imposter syndrome to landing at an unfamiliar airport, where the uncertainty stems not from personal inadequacy but simply from being in new territory. She emphasizes that the nervousness and discomfort felt in these situations are signals of meaningful challenges and growth, stating that life is not meant to be comfortable. Pursuing progress and becoming the person you aspire to be inherently means entering discomfort and unfamiliarity. Santoro encourages embracing these moments, being yourself, and recognizing that self-doubt in new environments often marks growth, not failure.

"Success Redefined: Everyone Creates Meaningful Work, No Matter the Scale or Recognition"

Santoro’s “I Still Build” movement reframes the meaning of success by asserting that everyone is a builder. Building encompasses more than just launching businesses—it includes raising children, developing relationships, or refining existing systems. She equates becoming a full-time mother and building a home with launching a company, honoring her own parents as examples, who built their business from nothing and modeled dedicated building. Participants in her movement declare, “I still build,” when facing fear or self-doubt, reinforcing agency and pride. This recognition shifts the focus from external metrics and recognition, such as follower counts, to the importance and dignity of contribution in all its forms. For Santoro, the most beautiful act in life is believing in what you build, regardless of scale or outward validation.

Self-Belief Requires Daily Dialogue and Deliberate Reinforcement, Not Passive Thinking

Santoro references a Harvard study indicating that 78% of daily thoughts are naturally negative, causing many to fall into patterns of self-criticism and unproductive scripts. To combat this, she advocates for proactive self-talk and rituals like the “power pose”—standing in front of a mirror with arms out like Superman, affirming one’s capability and worthiness. Santoro shares that these mirror exercises, such as looking into your reflection and proclaiming “you’re going to have a beautiful day,” “you’re so powerful,” and “you’re so capable,” can boost confidence, activate inner power, and replace negative inner dialogue. Jay S ...

Coral Santoro and Jay Shetty explore the impact of social media on comparison culture and the pathway toward authentic happiness and success. They address how curated images online can distort reality, why external validation never provides lasting fulfillment, and how criticism often projects one’s own insecurities.

Social Media Creates Distorted Perceptions of Others' Reality

Santoro points out that social media offers only a tiny window into people's lives, often making others feel as if they are behind. She notes that real life is never as flawless as it appears in curated posts about vacations, luxury possessions, or momentous milestones. Santoro highlights that behind many achievements seen online are years of discipline and sacrifice—such as saying no to pleasures, or enduring many difficult nights before celebrating a big purchase or trip. She urges that what’s shared on social media is not always a boast, but may reflect silent struggles and effort.

Envy or Insecurity Often Overshadows Recognition of Sacrifice In Vacations or Achievements

Santoro and Shetty discuss how viewers interpret others’ social media through the filter of their own emotions. For those feeling established, seeing another’s success sparks curiosity or motivation—“if they can do it, I can too.” But for those feeling stuck or struggling, posts can induce resentment, scarcity, or insecurity. Santoro insists there’s room for everyone, reminding listeners to be happy with what they have and to use others’ achievements as inspiration, not as proof of their own inadequacy.

Success Is Timeless; Comparisons Are Illogical

Shetty asks how people can stop comparing their timelines in a world saturated by others’ apparent achievements. Santoro emphasizes, “Success does not have a finish line.” She debunks the myth of an invisible race, noting that this “finish line” is a construct often used to market courses or quick paths to wealth rather than a true marker of achievement.

The Invisible Finish Line Is a Construct to Sell Courses, Not a True Reflection of Achievement

Santoro asserts that everyone is on a different path and all have unique destinations—comparing is both illogical and pointless. She gives the examples of Colonel Sanders starting KFC at 62 and people building empires in their twenties to show that success isn’t age-tied. Her own parents are in their 60s reinventing themselves, and she started in politics at 18. She encourages patience and recognition that comparison overlooks unseen work, failures, and the specific journey that leads to each person’s success.

External Validation: An Endless Treadmill of Unfulfilled Happiness

Santoro shares the parable of three genies hiding happiness inside people, underscoring the truth that lasting happiness is internal—not found in accolades or achievements. From childhood, people are conditioned to seek applause and external validation, for instance believing “if it’s not posted, it didn’t happen.” Santoro emphasizes the private memories and moments that bring joy need not be shared or validated online.

Private Moments: Photos, Experiences, and Joy That Reconnect You With Authentic Happiness

She recalls cherishing photos never posted online, simply because the experience brought her happiness. For her, real value lies in the personal memory or the loved one's view, not public approval. Shetty agrees, noting that the best photos and mom ...

Coral Santoro explores how intentional respect and genuine connection build healthy relationships, strong teams, and a meaningful life, especially when reminded by personal experiences of time’s value.

Respecting Time, Choices, and Perspectives Fosters Healthy Interaction

Santoro shares a pivotal experience with her father's illness, which made her realize the preciousness of time and the urgency to pursue what matters. As an only child, she notes the profound responsibility that comes with adulthood and the drive to act without delay. Respecting someone’s time, she emphasizes, means acknowledging that their life holds value equal to your own—a recognition that fundamentally shifts how you treat their availability.

In relationships, Santoro defines respect as accepting that your partner may not always have good days or agree with you, and that these differences or challenges do not diminish the relationship’s value. Respect also permeates her approach to team leadership. At her company, she always speaks last in meetings. She avoids being the first to talk or using her authority to guide discussion, explaining that when a boss speaks first, others may simply agree rather than share honest opinions. Santoro wants a workplace of growth and honest contribution, not just “yes people.” This, she believes, is key to building psychological safety and honoring everyone’s ideas and values.

Division Arises From Misunderstanding, Making Criticism Easier Than Curiosity

Santoro observes that division is increasing—often, she says, because of a lack of understanding. When people encounter ideas or perspectives they don’t grasp, it becomes easier to criticize or even hate, rather than to seek engagement and comprehension. She recounts a recent experience at a table with Christians, Jews, and Arabs—all able to talk, listen, and find beauty in their dialogue. Such conversations, for Santoro, demonstrate how talking across diverse backgrounds reveals deep human similarities beneath surface differences.

She believes that if we focus on listening, rather than assuming we know it all, we continue learning about others and ourselves throughout our lives. Listening fosters curiosity over criticism and allows genuine dialogue to break down barriers, build empathy, and create stronger human connections.

Living Fully: Avoid Regrets By Acting With Intention and Authenticity

Santoro reflects on the tragedy that kindness, recognition, and appreciation are often only expressed after someone’s death—like men commonly receiving their first set of flowers ...