Facing discomfort isn't even about you.

Confession time: I thought you faced discomfort for your ego. I was dead wrong.

If you struggle with feeling uncomfortable and find hesitate to try new things when things feel hard, it’s usually because you are making discomfort and the challenge about you.

Here’s a challenge for you, one I ask myself once a week: Why did you want to build a business? Think about it. Then answer it 5 more times. It sounds silly, but do it. I guarantee by the 5th time, you are thinking about loved ones, community, and/or a purpose bigger than your personal ambition.

I used to be a sucker for those ‘self-first’ hype. Everywhere I looked, there were posters screaming, ‘Do it for yourself first’. What a sham and deadend.

Look, I won't feed you some 5-step solution to cope with discomfort. There is no permanent cure, and I’d rather not set you up for failure, okay?

Why put up with sleepless nights, the dread of potential failure, or rejection of entrepreneurship? When a 9-5, for all its flaws, promises a paycheck and your weekends back.

That's a question I grappled with. The answer? There's this nagging voice in me that facing discomfort wasn’t for personal glory. It was the people I feel called to help and my mother I’d move mountains for — not literally because uh human. but you get the point.

See discomfort isn’t your enemy, but it sure as hell isn’t your friend. It’s like the mentor you never asked for. It’s a reminder it’s time to push and grow even if you barely recovered from the last obstacle. How it shows up? In the form of feedback loops and resilience training.

A peek into my discomfort diary:

• Crafting a personal brand, even when the spotlight unnerves me.

• The fear that I might never truly establish a business, turning me into the very charlatan I dread.

• Speaking about my expertise? Terrifying, but getting there.

• Hell, it took a marketing conference to give me a complete lifestyle overhaul and get serious about my business ambitions.

So here’s how I deal with discomfort: I dive headfirst into what terrifies me.

No overthinking, no hesitation. Just a raw, adrenaline-fueled plunge into the unknown. It's counterintuitive, but it propels me forward.

For those who freeze on calls, here's gold from a psychologist buddy of mine: If pre-call jitters have you, pinpoint your call's objective. This simple shift has been monumental for me, especially on platforms like X Spaces and Zoom. Instead, I think: Is the person on the other end out to get me? Or are they just looking for a chat, connection, or hoping I can help them with a real problem?

Thanks for reading!

P.S. Moving forward I will be removing action steps. We will be focusing on useful questions and personal experiences with the sole goal to help you build useful thoughts that align with your goals.