Comfort Costs You More Than You Think & Discomfort Drives Rural Sales Growth

A concept hit me square in the face during a Wim Hof training session with New Zealand’s only accredited trainer. This trainer has worked with some heavy hitters like UFC fighter Israel Adesanya and the All Blacks, and the philosophy they all share is simple: Discomfort is essential for growth.

Wim Hof—aka “The Iceman”—is a huge believer in the power of cold exposure. From cold showers to ice baths using salt ice (which freezes at -2°C, 200% colder than regular ice), the discomfort it brings isn’t just physical; it’s mental too. And that got me thinking.

What does discomfort have to do with rural sales? Well, a hell of a lot.

Humans Crave Comfort

Let’s face it, we’re wired for comfort. Whether it’s the temperature of our blood, our daily routines, or the seat we sit in on the bus, our brains crave stability. We’re creatures of habit, and that’s because our brain loves shortcuts. It’s cognitive laziness—our brain automates tasks to save energy. When things stay the same, they’re perceived as less of a threat. This allows our brains to focus on other things that require more energy.

But here’s the thing: the world doesn’t stand still.

Our competitors are constantly evolving. Our customers are more informed than ever. Technology is racing ahead. If we stay comfortable and complacent, we risk getting left behind. The world changes, even if we don’t want to.

Just look at the classic cases of Kodak, Blackberry, and Blockbuster. All companies that thrived on the familiarity of their success… until they didn’t. Change is constant.

Feel the Fear and Do It Anyway

When I sent my first email out to you all back in June, I was terrified. I had a full-blown internal panic attack—what if people hated it? What if they thought it was too long or too frequent? What if I got unsubscribed from the list? My “monkey mind” was running wild.

But guess what? I hit send anyway.

Sure, I lost a few subscribers, but I also got some amazing feedback. People were actually getting value from what I was sharing. That’s why I continue writing these emails.

The key to success? Push through the fear. On the other side of fear lies triumph.

What’s Holding You Back in Rural Marketing?

What could you do to push yourself outside your comfort zone?

Could you publish a controversial blog? (I did one about Fieldays, calling it the lazy marketer’s choice. It was a bold move that led to some serious conversation—and even a call from the CEO!)

Could you start a weekly email educating your customers?

Could you post a video on LinkedIn? (I hate hearing my own voice, but I still made a sales psychology video—watch it if you dare!)

Or maybe public speaking at an industry event is in your future?

It’s all about stepping out of your comfort zone and embracing discomfort. That’s where growth happens.

Now, I know what you’re thinking—what if I fail? What if someone criticizes me? What if I look stupid?

These are natural fears. Our bodies are wired to protect us from perceived threats, and that’s thanks to the autonomic nervous system. More specifically, the sympathetic nervous system—our “fight or flight” response. If we’re faced with danger, it kicks into high gear. And when you push past your comfort zone, you’re triggering that response.

Seth Godin calls this the “lizard brain.” It’s the part of our brain that’s focused on survival. And when we face new challenges, it gets triggered.

But here’s the kicker—those fears aren’t life-threatening. It feels like they are, but they’re not. It’s just your brain reacting to uncertainty, not an actual danger to your survival.

As we face more distractions and pressures, that fight-or-flight response gets activated, and it takes a toll on us—physically and mentally. Constant stress leads to chronic inflammation and sickness. But here’s where it gets interesting: when we’re in our comfort zone, our body switches to the parasympathetic nervous system—also known as our “rest and digest” system. We breathe deeply, our muscles relax, and we become more focused.

But here’s the thing about your prospects—they feel the same fear when you meet them for the first time. To them, you represent a potential risk. A potential loss.

And the key to overcoming that? Make them feel safe.

Make Them Feel Safe and Secure

The real secret to overcoming that fear is positioning. When you’re in a sales situation, you must make your prospect feel safe. You do that by focusing on their needs, not yours. Ask intelligent questions that show you’re there to serve their interests, not just sell a product.

Don’t let your credentials and experience be an afterthought. Position them upfront. Use case studies, testimonials, and referrals to build trust and reduce their perceived risk.

Familiarity Breeds Complacency

Albert Einstein once said, “Insanity is doing the same thing over and over again and expecting a different result.”

Ask yourself these questions:

• When was the last time you upskilled or took on new training?

• Are you expecting market conditions to stay the same?

• Have you reviewed your marketing spend or strategy lately?

• Have you asked your customers for honest feedback?

Complacency kills. If you keep doing the same thing and expect better results, you’re just setting yourself up for failure.

If you don’t embrace discomfort—if you don’t challenge yourself to evolve — your competitors will pass you by. What got you here won’t get you there. You need to push yourself, step out of your comfort zone, and embrace the fear.

Because here’s the truth: comfort can kill you—whether it’s your marriage, health, career, or your rural sales business.

So, get comfortable with being uncomfortable.