Writing · written here

The Climb Up Cringe Mountain

The long, unglamorous middle of building anything worth building. On being visibly bad in public for years, why the cringe is the tuition, and how to keep climbing without turning into a brand.

Tiago Santana · Las Vegas

There is a mountain every builder has to climb, and almost nobody talks about it. I call it cringe mountain. It is the long stretch where you are visibly, publicly bad at the thing you want to be great at. Not a little bad. Bad in a way that makes you wince when you look back. And the only way over it is straight through.

The part they edit out

Every story you have ever been told about someone building something is missing the middle. You get the garage and you get the stage. You get the dorm room and you get the headline. What you never get, because it does not sell and it does not flatter anyone, is the years in between where the person was mediocre and knew it. The highlight reel is not exactly a lie. It is just the two percent of the footage that looked good. The other ninety eight percent is cringe mountain, and they cut it because you would not have kept watching.

I understand why. Nobody wants to publish the version of themselves they will be embarrassed by later. But that instinct, the one that says wait until it is good, is the exact thing that keeps most people at the bottom of the mountain forever. You cannot get good in private and then arrive in public fully formed. That is not how any skill has ever worked. You get good by being bad where people can see, and by not dying of the embarrassment.

My own trail of it

I have a long trail of cringe behind me. Businesses I was certain about that went nowhere. Posts I wrote that I would pay money to delete. Pitches I gave with total confidence that I now know were half thought through. There is a stretch of years I could describe kindly as formative and honestly as embarrassing, where I was millions in debt and still talking like I had it all figured out. I did not have it figured out. I was on the mountain and I did not even know the mountain had a name.

The strange gift of it is that none of the cringe was wasted. Every bad version was tuition. The businesses that failed taught me what the ones that worked never could. The posts I regret taught me my own voice by showing me all the voices that were not mine. You do not get the good version without first making the bad ones and sitting with how they feel. The cringe is not a sign you are failing. It is the receipt for what you are learning.

Why the cringe means you are climbing

Here is the part that took me too long to understand. If you look back at something you made a year ago and feel nothing, you did not grow. The cringe is the distance between who made that thing and who you are now. It is the actual measurement of your climb.

The people who never cringe are not more talented. They just stopped moving, so the gap between past them and present them closed to zero. I would rather wince at last month than be comfortable with it for the rest of my life. Comfort with your old work is not a sign you have arrived. Most of the time it is a sign you have stalled.

The middle is most of the map

We treat the unglamorous middle like a hallway, a thing you rush through to get to the room. But the middle is not the hallway. The middle is the whole house. It is where almost all of the time goes, almost all of the real work, almost all of the person you become. The launch is a day. The exit is a day. The middle is a decade.

So the real skill is not avoiding cringe mountain. It is learning to live on it. To do the boring rep for the thousandth time. To ship the rough thing on a Tuesday when no one claps. To fix the same unglamorous bug, write the same unglamorous email, have the same unglamorous conversation, and still find something in it worth caring about. That is not settling. That is the job.

Climbing without becoming a brand

The trap higher up the mountain is subtle. At some point you get a little good, people start watching, and you feel the pull to protect the image instead of keep climbing. To only show the polished thing. To become a brand of yourself. And the moment you do that, you step off the mountain and onto a stage, and the growth quietly stops, because you have started performing the last version of you instead of building the next one.

I do not want to be a perfectly packaged product. I want to stay a person who is still visibly figuring it out, because that is the only state in which anyone actually learns anything or trusts anyone. The cost of staying real is that you keep some cringe in the frame. You let people see the draft. I think that cost is the price of not going stale, and I am glad to pay it.

Keep going

So if you are somewhere on cringe mountain right now, bad at the thing, embarrassed by your own middle, certain that everyone else skipped this part, I want to tell you plainly that they did not. There is no route around it. The view at the top is real, but it is not the point. The climb is the point. The cringe is proof you are still moving. Keep going. I am still climbing too.

More of the quieter half

This one was written here. The rest of the essays live across a few places. Read the others, or see what I am betting on this month.