I like to be comfortable. I like instant gratification and home deliveries. I like automation that makes my life easier.

But what is all this ease for? What will I do with it? With the extra time and the extra energy?

If I am smart, I will do something hard to do.

Leaning into comfort when it comes to your personal life may be a good idea, but when it comes to business, to creating value for your audience, all the low hanging fruit is gone. All that is left are the hard questions, the tough problems that everyone else shies away from.

You can look at this and conclude that “it is too hard!” or instead, you can conclude: “This is an opportunity to serve in a place with a big need and little to no competition.”

“If one can do it, you can do it, if no one can do it, you must do it” – Shajjath Aleem

There is something to be said about a problem that is too big. That is also a trap as it lets you off the hook. If the problem is so big, nobody really expected you to keep your promise and solve it. It is just another way to procrastinate.

Look at your resources, consider your will power, your energy, and your passion and choose a hard problem that you can actually solve.

Credit: Seth Godin – The Dip