It Never Gets Easier: A Mindset for Thriving in Business and Life

As a CEO of a dynamic global organization, I often hear these questions: ‘Will the changes stop now? Can we expect things to get easier now?’ These reflect a hope many of us share, that after reaching a major milestone, we can finally relax. And while it’s important to celebrate achievements and take time to recover, the reality is that the journey doesn’t end there. In fact, the next phase often brings even greater challenges, requiring us to stretch further, adapt faster, and navigate even more complex demands. Progress rarely gets easier; it often becomes more demanding as we get better.

In the military, we had a phrase: “Embrace the suck.” It’s a straightforward way of saying, accept the discomfort and lean into it. For soldiers, this means recognizing that hard moments are part of the mission, whether it’s grueling physical training, adverse conditions, or intense pressure. What they discover is that discomfort builds resilience and prepares them for even tougher challenges ahead. In business, we face our own versions of discomfort, from market disruptions to ambitious goals, and embracing these moments allows us to grow stronger, both individually and collectively.

In both business and life, it’s tempting to think, If I can just get through this, things will settle down. But challenges don’t disappear. Instead, we become better at handling them, and with that growth, the bar inevitably rises again. This is a critical mindset shift: Success doesn’t come from waiting for things to get easier; it comes from learning to embrace and grow through difficulties.

Change, by its very nature, involves uncertainty. People often resist it because it disrupts comfort. But avoiding what’s difficult only leads to stagnation. Maintaining the status quo may feel reassuring in the short term, but it ultimately results in a slow decline. Competitors innovate, customers evolve, and the world moves forward. Businesses that fail to adapt risk losing relevance, market share, and talent.

This is something I explored further in my article, Leadership Is a Practice, Not a Position: Embrace Discomfort to Grow. The journey of growth, whether personal or organizational, demands that we step outside our comfort zones and embrace the challenges that drive progress.

On the other hand, individuals and organizations that embrace discomfort thrive. Each challenge becomes a growth accelerator, much like an athlete training for higher levels of competition. Facing difficulties strengthens our resilience, sharpens our skills, and prepares us for greater responsibilities and achievements.

Success isn’t about waiting for the workload to lighten or the path to smooth out. It’s about seeing every challenge as an opportunity to grow and excel. The “easy” road doesn’t exist, and that’s precisely where the opportunity lies. Those who embrace tough moments and thrive under pressure set themselves apart.

Here’s the key takeaway: Don’t wait for things to get easier. Instead, focus on becoming someone who handles challenges exceptionally well. Whether you’re leading a team, managing a project, or solving a tough problem, your ability to rise to the occasion will define your success.

I encourage and strive to inspire my nearly 15,000 colleagues to embrace the tough moments, not as setbacks, but as stepping stones to growth and success. Together, we embrace discomfort, lean into the challenges, and transform them into opportunities. Because that’s where greatness lives.

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