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There are two concepts that are not my own, but I think go hand-in-hand. One comes from marketing genius Seth Godin (just Google ‘Seth’). The other comes from leadership great John Maxwell. Let me explain the two concepts, then I’ll connect them.

Idea 1: In Seth’s book, The Icarus Deception, he argues that we’re playing it too safe. He explains that, “We’ve built a world where it’s possible to fly higher than ever, and the tragedy is that we’ve been seduced into believing that we ought to fly ever lower instead.” The concept of being safe and comfortable is intriguing to almost everyone. The problem, according to Seth, is that our comfort zone and our safe zone don’t always overlap. Sometimes we get too comfortable with our work, too comfortable with the status quo. Then, we allow competition to sneak in and pass us by. Yahoo got too comfortable being the search engine of the internet, so Google swooped in and took their place on top.

Idea 2: Number 10 in John Maxwell’s 15 Invaluable Laws of Growth is the law of the rubber band. “Growth stops when you lose the tension between where you are and where you could be.” Rubber bands are only useful when they’re stretched. No one uses a rubber band without stretching it. The idea is that you have to stretch yourself to be successful. “Only a mediocre person is always at his best.” – W. Somerset Maugham

Connection: If you haven’t figured out how these two concepts work together, let me explain. Some of us get to experience a certain level of success, whether it’s financial, career, physical, etc. Sometimes that success allows us to relax a little, or a lot. The problem is that we can get too comfortable with where we are. We think we’re safe because we’re comfortable. We’re not. Our safe zone shifts away from our comfort zone. We allow competition to pass us by, or we settle and our customers move on. This is where the rubber band comes in. We must stretch ourselves to grow, increase, and move forward. (Please insert rest into this mix) We must read, ask, test, and learn so we don’t get left behind. You’re not safe unless you’re moving out of your comfort zone.

Next steps: Buy and read both books mentioned above. Follow our blog. Focus on 2 ways you can grow yourself and your business this year.



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