Contrary to what the title of this piece might suggest, this actually isn’t about not giving a f*ck in the traditional sense at all. In fact, it’s about choosing to. We’ll get there in a few minutes. But first, let me take you on a little journey I went on recently…
Like me, you may have noticed that there’s a certain genre of book title which… SHOCK HORROR… has a swear word in it. I’ve always thought it’s a bit disingenuous to be honest, designed to capture the attention and titillate and shock and be all rebellious when in actual fact it’s just a plain old gimmick.
If you ask me [and I know you haven’t asked me as such but I have to assume you are reading this by choice and part of the deal is that I get to say what I want and you have to just carry on reading it, so let’s just agree that it’s okay and crack on] there’s nothing clever about putting a swear word on the front cover of a book, especially if you’re going to cop out and put “f*ck” rather than having the strength of your convictions and writing the word “fuck” properly, as God intended. I know that’s because otherwise people might be shocked and appalled, but the idea that somebody may be offended by accidentally being exposed to such utter, deplorable filth and feel so aghast that they have to forego their plans for the day and lie in a darkened room with a cold compress upon their fevered brow is, frankly, a bit self-indulgent in a world where there are much more important things to be offended by. Things we will, in time, get to.

[For the record, from here on in I’m using the correct spelling, so if for whatever reason you don’t fancy reading the word “fuck” (without the magical * that somehow makes it acceptable) quite a few more times, now would be the perfect time to carefully back away from the particular high horse I seem to have found myself on, without going round the back of course because we all know that horses can kick.]
It’s with this context that whilst I’d heard of a book that came out a few years back entitled The Subtle Art of Not Giving A F*ck, I hadn’t bothered to check it out.
Part of it was the whole ‘swear word on a book cover’ schtick which just gets on my nerves [in case you hadn’t noticed], and part of it was an assumption that, because the author was American, and male, and white, it could just be a whole book of someone saying how cool they were because they didn’t give a fuck about anything or anyone, in some kind of pseudo macho, ego-heavy, try-hard monstrosity. That’s right, I judged the book by its cover.
[You know people say you shouldn’t judge a book by its cover? I think that’s true of pretty much most things… except books. If I’m in a bookshop (remember them?) and I’m browsing for something to buy and then leave in a pile with all the other books I’ve bought but not read, then what the hell else do I have to go on? If it’s a black cover with a silver dagger on it and big blocky writing, it’s going to be a murder-mystery type thing. If it’s a light brown cover with a tasteful etching or painting and/or a discerning old-fashioned typeface, it’s probably going to be a historical feast with a side order of love story. If it’s white and has a rose on it, it’s a romance. 99% of the time the reason I pick up this book instead of that one will have something to do with the cover. And anyway, if it wasn’t important books wouldn’t have different covers, am I right?? Anyway sorry, where were we?]
Fast forward to this summer, and someone whose opinion I respect told me that the book had recently been made into a documentary with the author (a chap by the name of Mark Manson) talking through it, and that it was really good and I should watch it. I figured that if I could give up 90 minutes or so and get the jist then that was probably worth it. So I downloaded it and watched it on a flight on my way off on holiday.
First thing to tell you is that it is indeed “really good”. It’s charming and thoughtful and engaging, and bit sad at the end too which made me shed a few tears whilst looking out at the clouds below. Admittedly I was in quite an emotional place at the time [in my head: the plane was no more emotional than any other as far as I remember] but on the whole if I feel like crying I’ll go with it and, as ever, it was quite cathartic.
I won’t go through the whole thing because you can find 90 minutes or so too and watch it yourself on one of the streaming subscriptions you’ve forgotten about [and really should probably cancel because you don’t really use it as much as you thought you would but honestly who has the brain space for rationalising subscriptions when they can just think “ah well, it’s only £6.99” and forget about it for another 6 months? Not me!] but there were a few things I took away from it which I will share with you.
Overall, it’s less about ‘not giving a fuck’ and more about being more deliberate about what you decide to give a fuck about. I guess that’s the “subtle art” bit, as I think about it now. You only have so many fucks to give, so don’t go chucking them around willy nilly over things that don’t deserve your fuck-giving.
I was introduced to this way of thinking a few years back by a Zen taxi driver – the idea that you shouldn’t allow every agressive Audi driver [used to be BMW drivers but now it feels Audi have risen to the challenge] full and unfettered access to your emotions. I wrote a whole blog about this guy which you can read here in your own time. But for now, stick with me…
The other concept I picked up was a bit more nuanced, and gets us towards where we’re going with this whole story. It went something like this: if you choose the problem, you can’t also give a fuck about how hard it is.
The best analogy that leaps to mind for me is around running a marathon. You decide to do it, knowing that there is no moment between that decision and the end of the marathon that will be anything other than largely awful. Nobody enjoys training to run a marathon, building up to running a marathon, and the majority of the marathon itself. In fact, the only part of the marathon that is actually enjoyable is the actual end of the marathon when you can stop running the marathon and not have to think about the bloody marathon ever again.
But if you choose to do a marathon, you can’t then go around giving a fuck about how ridiculously hard it is. You can’t give a fuck about the cold dark morning runs. You can’t give a fuck about the blisters, and the shin splints, and the bad knees. You can’t give a fuck about the anxiety in the week running up to it, or the fact you need a wee after a few miles, or the feeling near the end when you want to stop or, failing that, simply die.

Pic courtesy of https://ilovetorun.org/
If you choose, then you can’t also give a fuck about the difficulties that go with that choice.
So, think for a moment: what have you chosen? Are you stuck in the mud of also giving a fuck about all the stuff that goes with it?
I have chosen to be a “good father”. Maybe even a great father. I want my sons to look back at their time growing up with the certainty that their father loved them, and respected them, and protected them. That their father was always there to support them when they needed support and push them when they needed a push. A father that was honest, and fair, and clear on expectations. A father that they themselves might aspire to be, if they so choose.

Because that is my choice, I can’t give a fuck about how hard it is sometimes to be that guy. I can’t choose to aim for fatherly greatness and then give a fuck when I can’t dismiss their questions with “because I say so” like I want to. I can’t make that choice then give a fuck about how hard it is to be consistent. I can’t choose to be a supportive and encouraging and attentive father and then give a fuck when it means I have to coach a load of 9- and 10-year-olds football on a Saturday morning and then coach a load of 13- and 14-year olds rugby on a Sunday morning all through the autumn, winter and spring so every single weekend morning from September through to May instead of having a well-earned lie in I have to get up early and find all the relevant kit which they didn’t bother to sort out the night before LIKE WE HAVE DISCUSSED, AT LENGTH, ON SEVERAL OCCASIONS [true story].
I can’t choose to be a father who respects them and their questions and then give a fuck when they ask about what’s happening in Gaza. I can’t give a fuck that I owe them a considered, balanced view because it’s on every news report, every day, and they see and hear everything and it’s fucking heartbreaking.
Not giving a fuck isn’t not caring. It’s the opposite, in fact: caring so much about your goals that you don’t care about any adversity that may stand in the way of your goals. Not giving a fuck is a commitment; a determination, even when it’s hard.
I never really chose to be a leader in my working life. It just kind of happened because wherever I worked, if I had an idea on how things could be better I’d talk to people about it, and I’m good at having ideas and bad at not talking to people, and if you carry on having ideas about how things could be better, people tend to give you more responsibility. I guess along the way I did choose to carry on up the career ladder I was on, driven by ideas and by a good chunk of ego, so it’s not like I didn’t know what I was doing. But the real choice came after, once I was in a position where I could decide what kind of leader I was going to be
I chose to be a “good boss”. Maybe even a great boss. I wanted my people to look back at their time working for me with the certainty that their boss loved them, and respected them, and protected them. That their boss was always there to support them when they needed support and push them when they needed a push. A boss that was honest, and fair, and clear on expectations. A boss that they themselves might aspire to be, if they so choose.
[Hmm yes that does sounds familiar, doesn’t it? A nagging sense of deja vu… almost like I did it on purpose, right? Something for another time, perhaps?]
That choice has given me huge amounts of satisfaction and joy, and it’s been so tough that I’ve balanced on the border of burnout and breakdown. It’s made me friends for life, and broken my heart a couple of times, too. More than once it’s been bad for my mental health, bad for my relationships, even bad for my career.
But I chose to lead with vulnerability and values, with love and loyalty, with trust and truth.
So I can’t give a fuck when that road has bumps in it. Even sizeable bumps that make your stomach flip a bit like those times when you were little and your dad was driving down a country lane [always your dad driving back in those days, never your mum] and went over a narrow brick humpback bridge over a stream and everyone went “woooo” as the momentum of their upward trajectory then the sudden drag down of gravity sent their internal organs all squiffy.
As ever in these situations, I find myself coming back to the words of Brené Brown.
[I won’t apologise for the preponderance of BB in these pages, because I’ve learnt a lot from listening to her and reading her words and I reckon you probably would too, if you haven’t already. But just for the record, I am aware BB does come up a lot. Let’s just say that I’m passing it on to you to save you time and effort in finding it all yourself. You are, as ever, most welcome]
The words she would use for this kind of leadership are “Strong back, soft front, wild heart.”
Strong back because shit is going to be tough sometimes and, as an authentic and open leader, you need to be able to take some of that. You need to have a back flexible but sturdy, like the oak tree that I see in the woods when I’m walking my dog, Ruby [that’s my dog’s name, not the oak tree, which we have given a name but that’s also for another time], which gets whacked by the wind year after year, branches stripped of leaves and boughs broken, but has roots deep in the earth which mean that it buds again in the spring and sows acorns across the clearing for the squirrels to squirrel away into holes that they forget about in the Autumn…
Soft front because that’s how people can find their way in. I won’t go into yet another treatise on the power of vulnerability to build trust, but it really is the only way. Soft front is the way in. In my experience, a closed, hard front is there to protect a brittle back; a shield to defend a lack of confidence, a lack of strong roots in the ground.
Wild heart? Well I’ll leave that up to Brené because I’d just be paraphrasing her anyway:
it means that once we’ve braved it on our own… once you’ve stood up for what you believe in, once you’ve said, “look, I’m going to belong to myself first and betray myself last”, that’s the mark of the wild heart, and we become painfully aware of when our choices stray from that.
Brene Brown, “Unlocking Us”” podcast, November 2020
Available onf Spotify and probably other places
Two months back I left the company I’d been leading for the best part of a decade; the company I’d put my heart and soul into since I was a mere whippersnapper in my 30s. Leaving was such sweet sorrow, for lots of reasons that I won’t go into here. But for the last 2 months I’ve been unemployed, and I’ve been working hard to change that. It’s going well [thanks for asking!] and in the not-too-distant future I’ll have something new to put my wild heart and soul into.
And I’ll do that with the wildest of hearts. Once you’ve chosen to stand up for what you believe in and committed to it, you really have no other choice but to go again.
And you can’t give a fuck about how hard that might make it.
So, dear reader, I now ask you to think again about the choices you’ve made. Not what you had for breakfast this morning or what you’re going to watch with a glass of red once the kids are in bed [true story], but the ones where you’ve had to stick to your guns a bit, and dig deep.
The choice to be in a profession that maybe doesn’t pay as much as some others but really, really means something to you.
The choice to stay in the relationship and work at fixing it.
The choice to be a working mum and commit to both aspects of that dual existence.
The choice to put in the extra hours because you have pride in your work even though it probably won’t get noticed.
The choice to open yourself up again with the knowledge that yes, you might get hurt again, but “what if” it all works out?
You’ve made choices because of who you are and what you stand for. You’ve chosen what to care about. Be proud of that, and be clear on what that means.
Because not giving a fuck, is all about choosing what to care about and what not to care about. The choice not to care about anything that gets in your way because you know you’re on the right road, on a quest that is noble, and important, and fucking worth it.
I reckon that is something we could all try not giving a fuck about.
[In case you’re wondering, I have peppered this piece with the word “fuck” a total of 28 times. In the famous last words of Dylan Thomas: “I believe that’s a record”. I also popped a “shit” in there for those of you who like a little variation.]
































