COVID-19 is the epitome of Deliberate Discomfort

I'm a Green Beret, US Army Special Forces. Right after I earned my green beret and reported to my unit for this first time, I found out we were going to combat in a few weeks and I would be leading a team of older, battle hardened green berets into battle. My commander told me right before he introduced me to my team, "You're in command now…. Do something with it."

Now, I'm a veteran and I find myself wearing a few hats - I'm a business owner, Executive Director of a non-profit, and author. COVID-19 has really hurt my companies - all of my business contracts this year are canceled / postponed. I have lost hundreds of thousands of dollars. Its forced me to grow my hair out - I look like Moses from the ten commandments.

I'm sure a lot of you are in the same boat.

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What do you do? Do you sit and wait for something good to happen? Do you close shop and use COVID-19 as an excuse for why you failed?

Or do you follow my company commander's advice and do something about it?

Things are tough for everyone.

People are feeling uncomfortable to say the least.

Let's be honest about who we are and what we are experiencing. That feeling of discomfort isn't something we should hide or pretend we're not going through. Let's embrace this deliberate discomfort and be vulnerable. Most of the time, we put up a front - we fake it until we make it. We're pretending to be someone we are not. COVID-19 has given us a beautiful gift. This is a time where there's no more faking. Its just us - stripped down - stressed out - trying to hold it together.

No more pretending that everything is fine.

Here's what I believe - If COVID-19 is affecting you, I believe that YOU can do something about your situation. I believe you can dare to win by getting comfortable being uncomfortable. I believe that its only through discomfort that we find solutions, learn, grow, and improve. It's only through deliberate discomfort that you can achieve your full potential.

In the past 8 years, my company has worked with 13 x NFL teams, MLB teams, and numerous corporate clients to identify, assess, and develop the leadership behaviors required to win. We help them to do this by showing them the DELIBERATE DISCOMFORT mindset.

Now I appreciate that you may not have served in the military, but I know that at some point all of you realize that something needs to change. I hope that you don't wait for something bad to happen to be the person you were destined to be.

There are a million "experts" out there telling you to seek comfort, to look for the easy path. I'm telling you the opposite. I'm telling you to seek discomfort. To take the road less traveled. To be vulnerable. To dare.

I am looking at COVID-19 as a blessing. I took my company commander's advice and did something. I transitioned my business model to online training. One of the ways we reach our tribe is through our best-selling book, Deliberate Discomfort: How US Special Operations Forces Overcome Fear and Dare to Win By Getting Comfortable Being Uncomfortable.

If you want to learn more, Deliberate Discomfort is available in hardback and e-book on Amazon, Barnes Noble, and other book sellers. This week we are launching our e-book for a limited, one-week only .99 price.