Comfort Is Your Enemy

At the Asentiv Conference last month, Dwayne Nester opened his keynote with a powerful statement:

“Comfort is our enemy.”

The room fell silent, and you could feel the weight of those words. It was a statement that hit home for every business owner and entrepreneur in the room.

Why? Because deep down, we all know it’s true, and we do it.

Comfort might feel safe, but it’s also where businesses and people go to stagnate. When you’re comfortable, you’re not pushing yourself. You’re not learning new skills, meeting new people, or exploring new opportunities. And in marketing, that’s a dangerous place to be.

Growth Comes from Discomfort

The best marketers, the best business owners, and the best sales professionals know that growth only happens when you step outside of what’s easy.

Think about it:

• If you’re comfortable with your current level of networking, you’re probably not making new connections.
• If you’re comfortable with your existing referral partners, you’re missing opportunities to build new strategic relationships.
• If you’re comfortable with your marketing strategy, you’re not adapting to changes in the market, and eventually, you’ll be left behind.

Marketing Is About Pushing Boundaries

Marketing is not a “set and forget” game. You can’t rely on the same old strategies year after year and expect the same results. (I am always amazed at business owners who do this). The market shifts, technology advances, and customer behaviours change. If you’re not willing to step out of your comfort zone, your competition will.

Stepping out of your comfort zone means:

• Trying new marketing channels, even if they feel unfamiliar.
• Developing new partnerships, even if reaching out makes you uncomfortable.
• Speaking at events, even if public speaking isn’t your strong suit.
• Asking for introductions, even when it feels awkward.

Every time you do something that feels uncomfortable in business, you’re growing. You’re opening doors to new opportunities. You’re staying ahead of the game.

The Challenge: Get Uncomfortable

Dwayne Nester’s words were a challenge to every business owner in the room. If you want success, you have to chase discomfort. That means embracing the awkward conversations, the bold marketing moves, and the risks that come with real growth.

So, ask yourself: 

• Where have you become too comfortable in your marketing and business development? 
• What’s one thing you can do this week that pushes you beyond that comfort zone?

Success doesn’t live in comfort…it lives in the stretch. It’s time to get uncomfortable and grow.