It is lonely at the top. But it is dangerous at the bottom.
You have probably felt this before:
You start a new diet, and your family says, "One slice of pizza won't kill you." You start a business, and your friends say, "Why work so hard? Come out for a drink." You try to improve, and the people you love try to stop you.
They aren't trying to hurt you. They are just being Crabs.
The Bucket Theory
If you put a single crab in a bucket, it will easily climb out and escape.
But if you put a dozen crabs in a bucket, the situation changes.
Whenever one crab tries to climb out, the others will grab its legs and pull it back down. If the climber persists, the others will break its claws to stop it.
They ensure mutual destruction.
Humans do the exact same thing. We just use words instead of claws.
"You've changed."
"You're too good for us now?"
"Be realistic."
Why do they do this?
It isn't because they hate you. It is because your success attacks their ego.
If you grew up in the same town, went to the same school, and have the same background... but you succeed and they don't?
It forces them to admit that their lack of success is their own fault.
It is much more comfortable for them if you stay in the bucket. Your stagnation makes them feel safe.
You cannot heal in the same environment that made you sick.
If you want to escape the bucket, you need to be ruthless about who you allow near your energy.
You cannot change the people around you, but you can change the people you are around.
The 5-Person Audit
There is a famous quote: "You are the average of the 5 people you spend the most time with."
If your 5 friends are broke, you will be the 6th. If your 5 friends are complaining, you will be the 6th.
Take a piece of paper. Write down the names of the 5 people you text or see the most.
Next to each name, label them as an Anchor or a Propeller.
The Anchor:
Talks about other people (gossip).
Focuses on the past ("remember when...").
Drains your energy.
Action: You don't have to cut them off (that's hard), but you must "demote" them. Spend 80% less time with them. Do not share your dreams with them.
The Propeller:
Talks about ideas.
Focuses on the future.
Energizes you.
Action: Spend more time here. If you don't have any Propellers, you need to "buy" them. Listen to podcasts, read books, or join paid communities.
Your environment is your destiny.
Don't let the crabs break your legs. Climb out.
Who is the biggest "Propeller" in your life right now? Reply and give them a shoutout (even if it's just a book author).
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

