Entrepreneur and investor Steven Bartlett has revealed that his driving force in business isn't the achievement of success, but rather the thrill of the chase itself. The Diary of a CEO host, who became the youngest-ever Dragon's Den investor, shared his unique perspective on work and life during an appearance on Evgeny Lebedev's Brave New World podcast.
The Philosophy Behind the Success
Bartlett explained that he has completely rejected what he calls 'arrival fallacy' - the belief that reaching a goal will bring happiness or satisfaction. "I'm well aware nothing I accomplish will make me happier," he stated. "This is 'arrival fallacy': this horrible thing that happens, when you believe that when you arrive [at what you're striving for], you'll become x [such as happy, satisfied or elated]."
Instead, Bartlett finds contentment in the process itself. "I've killed arrival fallacy completely. At the same time the thing that keeps me content and stable is the pursuit itself. I love the pursuit of things. That allows for when I'm perfectly content, as long as I'm pursuing, and I have no belief that arriving or material success is going to change me at all."
From Humble Beginnings to Business Empire
The entrepreneur's current success story is impressive by any measure. His Diary of a CEO podcast achieved over one billion views globally in 2024 and ranked among Spotify's top five podcasts worldwide last year. His investment portfolio includes remarkable successes, notably an energy drink brand that has become the most valuable company ever to emerge from Dragon's Den, valued at over £150 million.
Bartlett's latest venture, Steven.com, has already attained a valuation exceeding £320 million, with ambitions to grow it into what he describes as "the Disney of the creator economy."
Early Lessons That Shaped an Entrepreneur
Bartlett traced his entrepreneurial mindset back to his childhood, sharing stories about raising money for school trips and negotiating better deals for his school. "From a very early age I'd learnt this very important thing: there isn't really a gap between an idea and doing it," he recalled.
This foundational belief became central to his approach to life and business. "If I could give my kid anything it would be that exact lesson somehow, that you can have an idea and it can appear in the world. In hindsight, at 16 or 18 years old, that's the defining trait of my ideology."
He illustrated this mindset with a striking example: "I remember saying to my friends, 'If you told me I need to go to the moon next week, my default is to believe there's a way. There's someone going, there's a rocket going, I just need to find out who and find a way to get on.'"
Embracing Process Over Outcome
Bartlett's philosophy extends to his upcoming book, "Just F***ing Do It," which focuses on the principles of taking action regardless of potential outcomes. The book features interviews, discussions about mentality and strategy, and insights from neuroscience.
Crucially, Bartlett emphasizes self-compassion in his approach to work and life. "My default is to be empathetic with myself and to realise all I can do is my best," he explained. "If I don't address everything [going on] it doesn't result in me catastrophising or beating myself up. My natural inclination is to give myself a break."
Ultimately, Bartlett concludes that "the game of life is the process I believe: the pedals, not the podium," summarising his approach to finding fulfilment not in achievements, but in the daily pursuit of meaningful work with people he respects on projects that challenge him.
