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Finding Purpose

Toxic Gratitude: When “Be Grateful” Becomes a Trap

A reflection on gratitude, ambition, and why wanting more does not mean you are ungrateful.

3 min readMay 8, 2024

I judge myself.

A lot.

Especially once I got into the personal development world and was inundated with clichés like “Stay present!” or “Love yourself!”

I’d judge myself every time I was distracted or self-deprecating.

It’s a cycle that never brought any peace.

And to be honest, that’s what I wanted with all this “inner work” anyway — a sense of peace.

And it seemed like all these platitudes weren’t getting me there.

So, I've been doing some reflecting and I want to offer a counterargument to one of today's most common personal development proverbs:

“Be grateful!”

A visual transition into a reflection on gratitude and ambition

Look, gratitude is great — to an extent.

There’s a point where appreciation becomes inaction.

If people were always content with what they had, we'd still be pooping in buckets, fighting polio, and drinking Coca-Cola with cocaine in it.

If it weren't for the neurotically discontent, the majority of us in the USA would still live like pilgrims in Virginia, trading porridge for smallpox.

Actually, come to think of it - no we wouldn't.

We'd be in England under tyrannical rule dreaming of tea parties and revolution.

Not a very thankful Thanksgiving after all.

A humorous visual after a reflection on Thanksgiving, gratitude, and dissatisfaction

If life was “good enough,” we'd treat diseases, not cure them.

And people who look like me would still be slaves.

We need the discontent.

The unsatisfied.

The dissidents who refuse the status quo.

You're allowed to want more for the world.

You're allowed to want more for yourself.

Because life can be better.

We can always be better.

Sure, stop and smell the roses.

But keep an eye on the thorns.

They'll poke your eye out if you don't prune them from time to time.

A visual metaphor about appreciating roses while watching for thorns

But look, maybe this article is just me justifying my chronic dissatisfaction.

The same way someone's never-ending appreciation might be justifying their chronic laziness.

Shrug.

Just like everything else, this perspective is merely meant to be an invitation into balance.

If you're constantly doing and never appreciating, life is a never-ending soul suck.

If you're constantly admiring and never creating, you'll never get to experience what you're capable of.

Gratitude often gets lumped in with this notion that something is “good enough” as it is.

But maybe the point of it all isn't to make it “good enough.”

Maybe the point is to keep making it better.

To appreciate as you innovate.

A visual about balancing gratitude with innovation and wanting more

Look, what I'm trying to say here is stop trying to be something you'll never be:

Perfect.

Enlightened.

Completely content.

You're allowed to want more for yourself.

That's okay.

Keep chasing the thing you'll never catch.

In the end, you won't care that you never caught it.

You'll care if you never tried.

Gratefully,

Imari

Key takeaways

  • Gratitude is useful, but it can become toxic when it turns into passivity, guilt, or self-silencing.
  • Wanting more does not automatically mean you are ungrateful.
  • Discontent is not always a flaw. Sometimes it is the force that creates progress, justice, creativity, and change.
  • The goal is not to be constantly striving or constantly content. The goal is balance.
  • You are allowed to appreciate your life while still wanting to make it better.

Questions this insight opens

What is toxic gratitude?

Toxic gratitude is when gratitude stops being a practice of appreciation and becomes a way to dismiss your needs, silence your ambition, or shame yourself for wanting more.

Is wanting more a bad thing?

No. Wanting more is not inherently bad. It depends on what the desire is doing to you. If it disconnects you from appreciation, it can become draining. If it gives you energy, direction, and courage, it may be pointing you toward growth.

Can you be grateful and still want more?

Yes. Gratitude and ambition can coexist. You can appreciate what you have while still wanting to build, change, improve, create, or experience more.

Why do people feel guilty for wanting more?

People often feel guilty for wanting more because they have been taught that desire means selfishness or ingratitude. But desire can also be a signal of aliveness, creativity, purpose, or responsibility.

How can coaching help with ambition and gratitude?

Coaching can help you separate healthy ambition from compulsive striving, and genuine gratitude from passive self-abandonment. For creative leaders, founders, and high-achievers, this distinction matters because wanting more is often part of the work — but it needs to stay connected to meaning.

If this insight named something you’re navigating in your own life or leadership, explore coaching with Imari.

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