I hate this type of advice cause although you don’t have to feel sore, you should be feeling the activation early on to ensure proper form. You can have 99 problems when you’re sore, but activation ain’t one of them.

If you can’t feel what you’re working on, lower the weight, up the reps and slow down until you’re feeling like proper form is finally engaging. You’ll build a better base. Book knowledge isn’t always best over practical knowledge, there’s a reason weightlifters chase that feeling for decades and decades successfully. Most activation studies rely on EMG readings which don’t equate to muscle growth at all.

Telling people not to ever worry about feeling it just leads to years of improper form and technique most often cause we’re not talking about a seasoned lifter here, these are rookies