Comfort looks innocent. It feels deserved. Yet it may be one of the most powerful forces quietly undermining our values, our leadership, and our ability to build regenerative systems. Most of us donât walk away from what we believe in because we stop caring. We walk away when living those values starts to cost us time, effort, patience or ease. Comfort rarely shows up as a conscious choice. It hides behind words like efficiency, convenience, and making things easier. It often sounds reasonable: - âWe donât have time for this right now.â - âThe market isnât ready.â - âLetâs not overcomplicate things.â - âWe need quick wins.â None of these are wrong on their own. But together, over time, they form an invisible operating system. It subtly prioritises ease over alignment, and short-term relief over long-term value. The uncomfortable truth is this: many decisions that keep organisations stuck are not driven by bad intent, but by an unexamined preference for comfort. I believe most leaders genuinely care about sustainability, wellbeing, fairness, or long-term impact. The issue is that those values often become conditional. We support them as long as they: - donât slow us down, - donât disrupt existing models, - donât introduce friction, - donât require us to sit with uncertainty or resistance. The moment they do, we postpone, soften, or reframe them into something more manageable. Not because we donât believe, but because full alignment asks more of us than we are willing to face. Building regenerative food systems inevitably introduces friction. It asks leaders to: - hold complexity instead of simplifying it away, - resist short-term incentives, - stay present when outcomes are uncertain, - engage with interests that donât neatly align. This is where comfort quietly becomes a liability, because meaningful change rarely happens in its presence. What we often call âresistance to changeâ is, at its core, resistance to discomfort. And that is where inner development quietly becomes a business capability: