Mari Luukkainen

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It shouldn’t have to be you - but no one else if fucking doing it

March 17, 2025
Startups

Some problems are so big, so obvious, so deeply broken that you assume someone, somewhere, must be fixing them. Governments, institutions, industry leaders - surely someone is stepping up.

But then you look around, and it’s just silence. Endless meetings, empty initiatives, people agreeing that “yes, this is a big problem” while doing absolutely nothing about it.

And that’s when it hits you: if you don’t do something, no one will.

And that’s a heavy fucking realization.

It shouldn’t have to be you

If you’re the kind of person who sees a problem and can’t unsee it, you probably know this feeling.

You didn’t get an easy path.

You weren’t handed the perfect starting point.

You lost years. Maybe to bad circumstances, maybe to your own battles, maybe to just trying to survive.

You should have had the luxury of just focusing on your own life instead of fixing something so much bigger than yourself.

But here you are. Because no one else is fucking doing it.

You’re not here because it’s fair - you’re here because you care

  • You care enough to be frustrated.
  • You care enough to lose sleep over something most people ignore.
  • You care enough to still be here, even when it feels impossible.

And that means you have two choices:

  1. Step back and let it go. Let the system stay broken. Let someone else - maybe, someday - try to fix it.
  2. Keep going, but not in a way that destroys you.

Because let’s be real: if you quit, no one is coming to replace you.

But also? You can’t fix this if it breaks you first.

So you become a founder.

How do you keep going?

  • Stop trying to carry everything alone. If no one else is doing it, find a way to make them care.
  • Change how you fight the battle. If the current approach is draining you, adjust the strategy, not the mission.
  • Define what “sustainable” looks like. Because if this keeps going as it is, how long before you hit full burnout?

Not everyone is wired to care. Some people will always talk about change while waiting for someone else to actually make it happen.

You? You’re not waiting.

But if you’re going to take on a battle this big, make sure you’re still standing when it’s won.

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