"So Good They Can't Ignore You" is a book by Cal Newport that challenges the common advice of "follow your passion." Instead, Newport argues that developing rare and valuable skills is the key to achieving career satisfaction and success. He emphasizes the importance of hard work and dedication in mastering a craft, which ultimately leads to greater opportunities. The book presents the concept of "career capital," which refers to the skills and experiences that make an individual valuable in the job market. Newport suggests that by focusing on building this capital, individuals can create a fulfilling career that aligns with their interests and values, rather than simply chasing passion.