Criticism Is a Fixed Cost

Dealing with criticism sucks.

As much as we say that it doesn’t affect us... it still does a little bit.

What I’ve found over time is that “the critics” don’t sound as loud the longer I work on myself and the more I progress in life.

But there is still that faint little voice that you hear from time to time.

And the more you put yourself out there, the more likely you are to hear those voices.

When I launched my podcast nearly 5 years ago, I didn’t think it would turn into what it is today. Having 455 episodes so far and hundreds of thousands of downloads means many ears to listen and a few mouths (or fingers to criticize, referring to keyboard warriors).

I’ve received many mean emails and comments throughout the years because of the show.

When I launched my coaching business over six and a half years ago, it was the same thing. We’ve had great success and the vast majority of people liked us (over 1,200 of them) , but there is always a small percentage of people who won’t like what you do.

Unfortunately, what I’ve found in that case is that they were looking for a savior and we couldn’t be that for them. In order to be saved, you have to be willing to put in the work, and most of the time, when people are looking for a savior, they aren’t. There’s nothing wrong with that because I’ve done that myself in the early chapters of my life, but my life didn’t change until I started taking ownership and asking for help.

The same happened when I launched my first book ever, Forever Fit, which went live this January 2026. I have over 85% five-star reviews, and the rest of the percentage is a mixture of 4, 3, 2, and 1 stars.

Which hurt at first, until I started reading the reviews. Some people didn’t like it because there were too many stories from members and their transformational journeys (which were there to show them that people with different backgrounds and struggles could do it, and so could they).

Yet many of the five-star reviews mentioned that they enjoyed the book and especially the stories because they were so inspiring.

So the book was loved and hated for the exact same reason.

Which brings me to my point for this article.

You will be criticized for doing nothing, and you will be criticized for doing something. Criticism is a fixed cost, so you and I might as well change lives and do our best.

Understanding that criticism and judgment are a fixed cost, and that they will be there no matter what, really makes you reflect on how you should be approaching your life.

Get in shape, learn to say no to people, and learn to prioritize your nutrition regardless of what your partner will say or what your “circle” of friends will think. Get uncomfortable, and learn to prioritize yourself so that you can live your best life and serve as the best version of you.

Start the program, start that business, book the trip, and do the thing that you are afraid of doing because you might be judged.

Who cares.

Yes, you will be criticized. Yes, you will be judged. But like I said, the voice just gets dimmer and dimmer the more you progress, until eventually you learn to live with it.

I feel like that is where I am at right now. I’ve gotten somewhat comfortable, and I have so much more in me that I want to give, offer, and serve to the world.

And to be honest, I’ve been scared of stepping into that because it means a new and bigger level of exposure to criticism, just as I got used to dealing with the level I am at now.

It’s scary, I get it.

But at the end of the day, the only reason I keep working on myself, and the only reason I keep dealing with that sucky, uncomfortable feeling, is because I have this fire inside of me to serve. I can’t turn it off, so I have to try. Who knows how many more lives I could impact by making it not about me?

How many more people could I help start exercising? How many people could I help reduce their risk of dealing with chronic illnesses by helping them eat more plant-based whole foods? How many more people could I potentially add years to their lives because I’ve helped them lose 20, 30, 40+ lbs?

Think of it: how many more birthdays will that add to celebrate with your life partner, with your kids, and with your grandkids? How many beautiful memories will be created if just one person adds 5 to 10 years to their life?

To me, that seems worth getting “criticized” for the work that I do, for my podcast, for my coaching, for my approach, for my transformation philosophy, for my book, and so on.

So if you see me playing it bigger in the upcoming year, that’s why. If you see me starting to play it small from time to time, that’s because fear has taken over... and that’s okay because I always get the upper hand on it. Sometimes it takes me time, but I always get back on top of things and continue to dream big.

It’s not supposed to be a perfect path straight up, and it never has been from the start.

I’m just out here trying my best, taking the punches of life, doing my best to smile through it, thriving, living my best life with my wife, and serving to my highest capacity.

That’s all I got for you today. I had it on my heart to write about this, so I hope it resonated with someone else because I know I can’t be the only one feeling this way.

I appreciate you reading, and thank you for your support.

I hope you have a fantastic rest of your week.

Sincerely,

Maxime Sigouin