https://www.instagram.com/reel/DUFrDsJDhhC/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ== The closer you get to the edge of your comfort zone, the more outside of your known world you are. For most people, this loss of certainty and state of confusion is an uncomfortable experience. Whilst some rise to the challenges, the majority will retreat back to the known. It is a retreat back to security, comfort and certainty. The edge of comfort zones is unfamiliar territory, it is unknown, and it is scary. Comfort is familiar, and familiarity leads to certainty, one of the most powerful of human motivators. People who are strongly motivated by certainty always default to the familiar. They resist change by maintaining old patterns. Familiarity is certainty, and certainty generates feelings of reassurance, pleasure, dependability, satisfaction and knowing what is happening. It is the breakdown of familiarity and certainty that most people fear the most because it affects habitual patterns. In any process of change, it takes courage to leave the familiar and travel towards the unknown. If you have a high need for certainty in your life, there is little possibility of change taking place because, by definition, change is an uncertain activity and it destabilises the way people choose to organise their lives. Any talk of major change will be seen as a threat, an attack on the familiar, and will be met with strong resistance. Certainty is about doing the same things over and over again because it is comforting. Whilst people complain about their financial results, at least they are familiar and they can keep reproducing them. There is no mystery in comfort, there are no adventures, no challenges beyond survival, no requirements beyond the known, no variety beyond misfortune, no newness beyond consistency, no progress beyond immediate gratification, and no demands beyond the daily immersion in the 'rat race.

Been ok with consistency and quality is getting better and better on my reels Grown to over 4 000 followers and that’s pretty dope! Have also taken some huge steps in understanding DMs and sales calls! Josh has really helped me actually understand the “why” behind what to do Next step now is capitalising on this and make a consistent and good living for me and my family

One of the most important ideas we touched on in the Community Discussion + Q&A call last night was this idea of being able to say things that no one else can say. Not because they’re clever or polarising. But because they’re true. And they’re yours. Most people try to stand out by refining their messaging. Better hooks. Better frameworks. Better explanations. But the real leverage isn’t in how well you explain something. It’s in what you’ve lived that gives weight to the way you see the world. Your story is the multiplier that everything else runs through. When you can collect a handful of statements that are undeniably true about your life, things no one else could honestly say, you stop competing on knowledge and start operating from identity. These aren’t things you invent. They’re things you’ve survived, navigated, or earned. That’s where confidence actually comes from. For me, some of those statements are simple, but heavy. - I was stabbed and shot at 15 - I went through nine surgical alterations. - I almost died on the operating table. - Later, with zero marketing or sales experience prior, I ended up directing marketing & sales for some of the most influential thought leaders and influencers in the health and fitness space. Those aren’t accomplishments. They’re context. You can’t fake that. You can’t reverse-engineer it. And you don’t need to exaggerate it to make it meaningful. The power comes from the fact that it actually happened. When you tie what you know now to what you’ve lived through, people feel it immediately. Curiosity increases because your perspective didn’t come from theory. It came from consequence. Interest grows because they know you didn’t arrive here the easy way. That’s what creates gravity, and this is where authority actually gets built. Not by proving you’re smart, but by showing people the path you walked to earn the way you think. Your story becomes the context through which everything you say makes sense.

Most people already know what they need to do in their business and in their lives. They are not confused, lost, or missing information. They are simply avoiding action because avoidance is more comfortable in the short term than responsibility. That’s the uncomfortable part. We often tell ourselves we need to learn something new, find a better strategy, or uncover a missing piece. In reality, we already know what the right move is. We just don’t want to do it yet. We don’t need to be taught. We need to be reminded. If you look honestly at your day-to-day behaviour, you already know the fundamentals that drive results. You know you should take care of customers, follow up when someone goes quiet, and reach out when someone disengages. You know consistency matters more than intensity. You know this. When someone chooses Netflix over follow-up, comfort over discomfort, or distraction over execution, that choice is shaping the outcome they experience. The business they have is not accidental. It is aligned with what they repeatedly choose. That might sting for some of you. Good. Because if you are continuing to make the same choices, then on some level you are accepting the outcome those choices produce. Even if you say you want something different, your actions reveal what you actually prioritise in the moment. If you don’t like the outcome you’re getting, the solution is not more information. It’s changing what you associate pain and pleasure with. You must want the long-term result more than you want the short-term ease. That’s the real work. This shows up clearly when people avoid conversations they know will help them. They avoid feedback they already suspect is true. They delay execution by convincing themselves they need one more idea, one more framework, one more insight. They already know it will work. And that’s why they avoid it. I’ve seen this repeatedly with people (myself included) who already have the skills. They know how to sell. They know how to market. They know what their next step is. What they lack is not capability, but consistency.

I don't know where you're at right now, but the most valuable thing we have as entrepreneurs is not our time, but our attention. If we have all the time but a million things are going on, we are useless because we have no decision-making power. Because our attention units are being allocated to these uninformed, unfinalised decisions. We, as entrepreneurs, tend to accumulate these unmade decisions or unconfronted conversations. We know we should make them, and probably know what the right call is, but they just sit there unmade. And so, as we start accumulating these things, the amount of thinking power continues to decrease until it gets to the point where you're so reactive because you have no brain power. These can be life conversations with a spouse, parents, siblings, business partners, or employees. They can be decisions that must be made. You are only one decision away from changing your life. Just one decision. You can quit your job. That is one decision. You can start a business. That is one decision. These are decisions that we have to make at some point in our lives. Most people don't regret doing things. They regret NOT doing things. And so I know that when I die, I don't want to regret not having done things. I'd rather do things, then fail so that I do not have the regret, and I'll have the experience. You will have to suffer the pain of the consequences of those decisions, which is very hard for people to deal with. But you will have more attention and more bandwidth at your disposal. Because you'd have made the tough calls and started believing in yourself more. If you can make these tough calls, then you can do this next thing. Which is always easier than dealing with the stress of managing a million different decisions unmade and living a life resulting from inaction. What's ONE decision you know you need to make but have been avoiding? ⬇️