I’m a serial tech entrepreneur with eight (8) businesses under my belt – one (1) of which I still own, two (2) of which have been successfully sold, one (1) which has failed, and four (4) in which I hold shares. With recognition from the likes of Fast Company, Destiny Magazine and Fairlady Magazine, I thrive to build brands and businesses globally.

To work towards success, I always ask ‘When was the last time you felt comfortable?’ Feeling too comfortable in your job or in your relationship brings with it a bit of a negative connotation.

From a psychological standpoint, your comfort zone is nothing more than an artificial mental boundary within which you maintain a sense of security and out of which you can experience great discomfort. From a personal standpoint, your comfort zone is the place in which very little personal development occurs.

Our mammalian brains will instinctively choose safety and self-preservation. So how do we move into feeling comfortable with discomfort?

Start with not knowing what you’re doing. You read right. Often discomfort is forced upon you, it’s not something you sit back and go ‘Hey, universe… Hit me up with some discomfort there, I’m ready.’ No. Most of the time, you don’t choose discomfort, discomfort chooses you. In my case, entrepreneurship was not something that I chased. It came to me as a result of unemployment. I had never worked in an agency before and there I was starting my own.

You see, discomfort has always been the right thing to do, it’s just been given a bad rap. We’re sold comfort as the easy solution. We’re sold comfort as the right solution. Retire comfortably. Find a comfortable job.

But all of these are external. The job. The lifestyle. Macroeconomics. And it makes you feel out of control of your own future. So look inward. Look into you. Look into your business. When it comes down to it – it’s not often external events that cause failure, but the internal environment that makes you drown or get eaten.