The Comfort Zone


I have a friend named Gene, a serial entrepreneur who currently runs a software company. Last year was difficult for your company, as it was for many people. They survived largely by providing additional services to existing customers – a decent response. to difficult circumstances. Even the revenue increased a bit. But something else happened: you felt good.

They decided they could hold on to their customer base, and then “determined” that there would be no new customers. Is it bad? Isn’t that just accepting reality as it is? It might not be bad, except that Gene’s people got used to the idea of ​​”no new customers” and stuck with it. They continued to earn revenue from that content base, but lead generation and prospecting remained near zero.

You are looking at an empty pipe and unless things change soon, I would say the prospects for the future are not rosy. There is a state of mind I want to familiarize myself with known as the comfort zone. .Perhaps you are already familiar with this insidious arrangement. Did I say insidious? How can comfort be insidious?

You know, right? You are seduced by the status quo. You think things are pretty good the way they are. You like it that way and you really don’t want to change anything. a General Electric pup we call this state of being “fat, dumb and happy”.

And after a while your progress will stop. Comfort is defined as a state or sensation of pleasant rest. You can be comfortable with all sorts of things, good and bad. You can be comfortable with your current level of business, even if it’s not as much business as you’d like. You know how to use it, you can keep your headcount and you know how much profit you can make from it.

Or you can feel comfortable with your business sources even as your niche shrinks. After all, you know these types of customers. Get to know their personalities. You know exactly how these people react to your ideas. Isn’t that great, you think.

You can be comfortable with your competition, even if they’re bigger or more agile or just better than you. At least you know where you stand, right? And since you believe their movements are predictable, you take a precaution. And of course, as you can easily see, each of these situations is fraught with danger. If not now, soon.

What’s so comfortable about the comfort zone? It comes from prehistory. People like regularity and predictability. change is bad. Climate change…

every change in the environment…every new sound in the night…new people…new animals. Each poses a deadly threat.