If it feels uncomfortable, you’re probably in the right place


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

How would you rate this edition?

🤏🏻 So-So

🙂 🙂 Useful

🎩 🎩 🎩 Top Drawer!

James White

The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?

Read more from James White

In today’s edition, we explore why the majority of buyers say salespeople don’t understand their business, and how that’s costing you sales. We dig into how tailored conversations build trust, relevance, and ultimately win more deals. Hello Reader, Imagine you’re buying a suit for an important event, and you have two options. You can get a tailored suit, meticulously crafted to your exact measurements. Every seam fits perfectly, the shoulders align just right, and the sleeves fall exactly...

In today’s edition, we dive into why buyers often take longer than you expect to say yes. We’ll explore how big decisions trigger fear and hesitation, not disinterest, and why patience, empathy, and smart follow-up are your best tools to keep deals moving forward. Hello Reader, Imagine you’ve just found your dream house. The location is perfect. The garden is beautiful. It ticks all your boxes. Yet, even though you love it, you hesitate. You don’t say yes right away. Because… Buying a house...

In today’s edition, we explore the hidden driver behind why people say yes. It’s not always about price, features, or logic, it’s about fit. Using the story of buying shoes that just feel right, I’ll show you how to align your offer emotionally with your buyer, so you close more deals. Let’s dive in. Hello Reader, Have you ever tried on a pair of shoes that just felt right? I’m talking about those shoes that slip on easily, hug your feet perfectly, and somehow just click with you, even if...