In today’s edition, we explore why real growth, whether in sales, in business, or in life… happens right outside your comfort zone. We’ll break down why comfort is dangerous in sales and exactly how to stretch into the spaces that spark real growth.

This week's resource: Comfort to Discomfort – Sales is a Lifestyle​

Hello Reader,

Not long ago, I started a challenge: The 1x10x100 challenge.

The goals were to swim 1 mile, run 10 miles, and cycle 100 miles – all in 24 hours.

There was no stopwatch. No “best time” medal. You had to complete all 3 goals within 24 hours, and everyone who joined had to help each other. No leaving anyone behind!

Now, I started the challenge with the goal of having people get fitter, but also nudging them out of their comfort zone. As uncomfortable as it can be, that’s where growth happens - in discomfort.

Watch me put myself in uncomfortable situations here.

The challenge is, of course, a difficult and uncomfortable one.
Everything hurts.
Your body will be screaming for you to stop.
The voice in your head will whisper, “You’ve done enough. It’s okay to quit now.”

But you don’t quit. You keep pushing, because that’s exactly where the growth happens.

When you’re on the edge of your comfort zone, that’s where you face the decision that changes everything.

Do you quit?
Or do you push?

That moment… whether it’s swimming a mile or cycling a hundred, making that difficult sales call or asking that uncomfortable question, or just taking the shot that scares you, that’s where real growth lives.

It’s the same in sales.
It’s the same in your business.

When you operate in your comfort zone, you repeat the same conversations, chase the same deals, and run the same process you’ve always run.

And if you’re wondering why you’re stuck at the same level… that’s why.

The growth you want lives just beyond what you’re currently doing.

So let’s break down how to live, sell, and grow on the edge of your comfort zone.

1. Embrace discomfort on purpose

You have to intentionally step into situations that stretch you.
That’s where your next level is waiting.

• Make the difficult call you’ve been avoiding.
• Ask the extra question that might feel pushy but will get you closer to the truth.
• Try that new outreach method that feels uncomfortable but could open new doors.

If it feels a bit uncomfortable, it’s probably exactly what you need to be doing.

2. Push past “good enough”

Your comfort zone will convince you that you’ve done enough.

But most people quit at 40% of their potential.
It’s what David Goggins calls the “40% Rule.”

When you think you’re done… you’re only 40% done.

When you think you’ve made enough calls… do five more.
When you think you’ve had enough rejection… push for one more conversation.
When you think you’ve followed up enough… add another touchpoint.

3. Reflect, learn, and stretch again

Growth isn’t about pushing once. It’s about making it a cycle.

• Reflect: Where did you stretch this week?
• Learn: What worked? What didn’t?
• Stretch again: How can you push further next week?

The edge isn’t a one-time place. It’s where you should live.

When you consistently live at the edge of your comfort zone, you grow faster, build resilience, and open doors most people won’t.

By doing all of this, you will inevitably:

• Get stronger by doing hard things on purpose.
• Rewire your brain to handle more through repetition.
• Uncover opportunities that are hiding in your comfort zone that you would have missed.
• Build a mindset that says, “I can do hard things,” which bleeds into every part of your sales process.

So here’s my advice: Stop relaxing in comfort. Start chasing growth.

If it feels uncomfortable, you’re probably exactly where you need to be.

Your next level lives there. Go get it.

Here’s to living on the edge,
James

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