Why Discomfort is the First Step to Success

W5 Discomfort first step success

John Nieuwenburg

John Nieuwenburg has been a professional business coach since 2004. Prior to becoming a coach, he held executive positions with Tip Top Tailors and BC Liquor Stores. In 2019, MacKay CEO Forums awarded him with Canada’s CEO Trusted Advisor Award in the Small Business category. Since becoming a coach, John has worked with over 350 clients, taking them through a systematic process that helps them feel organized, confident and in control of their businesses.

Before You Learn Something New, Get Ready to Feel Uncomfortable

Recently, Seth Godin shared a post about the “pre-work” required before learning a new skill.

He suggested that before you begin, you have to be willing to feel incompetent, risk failure, and accept the temporary discomfort of being an imposter. You can read his original piece here: https://seths.blog/2025/09/before-we-learn-a-new-skill/

This struck a chord with me because it’s exactly the conversation I have with many of my clients.

When you own a business, you’ll constantly be asked to step into areas where you don’t yet feel confident—whether that’s hiring your first manager, learning to read financial statements, or letting go of tasks you’ve always done yourself.

The truth is: growth requires discomfort.

Growth Requires Discomfort

Over the years, I’ve learned that coaching doesn’t work when a business owner isn’t ready for this kind of growth.

If you’re not willing to stretch outside your comfort zone—if you want everything to feel easy—you’re not ready.

As I often tell clients:

  • Coaching isn’t a “done for you” service.
  • It requires effort and the courage to be wrong before you get it right.
  • You need to be as committed to the process as you are to the outcome.

Just like hiring a personal trainer won’t make you fit unless you show up and do the workouts, hiring a business coach won’t change your business unless you’re willing to take action.

Want a Better Business? Become a Better Owner.

One of my guiding beliefs is that if the owner wants a better business, first the business needs a better owner. That means being open to:

This isn’t always comfortable. In fact, it rarely is at the start.

But when you work through the discomfort, the payoff is massive.

Clients who commit to the process often find that not only does their business improve—they become more confident leaders, better communicators, and more effective decision-makers.

Discomfort Is the Price of Success

If you’re on the verge of learning something new in your business—whether that’s building systems, hiring a team, or stepping back from day-to-day work—ask yourself Godin’s questions:

  • Am I willing to feel uncomfortable while I learn?
  • Am I prepared to risk looking like an imposter for a while?
  • Am I eager to meet the version of myself who will exist on the other side?

If the answer is yes, you’re ready for the kind of growth that will transform your business.

If you’re ready to lean into the discomfort that comes with growth—and you want a guide to help you through it—let’s talk. Book a complimentary 15-minute call and we’ll see if coaching is the right fit for you.

Book2

Build a Self-Managing Company

How to build a business that runs smoothly, profitably, and (mostly) without you.

Feeling stressed out and overwhelmed with a business that is taking all your time - and not giving you enough in return?

Are you finding it challenging to hire the right team (and get them to do the right things)?

I wrote this little guide for you!

Enter your details below to receive your free copy!