Doing what you don't want to do is crucial for entrepreneurial success

Great entrepreneurs embrace the discomfort of doing things they've never done before. Starting a startup involves tackling numerous new and uncomfortable behaviors. Avoiding discomfort is a core human drive, but entrepreneurs succeed by going against their instincts. They tackle new challenges head-on and push through the discomfort. It's important to recognize that many valuable tasks are not urgent and require proactive action. Entrepreneurs must focus on important but non-urgent tasks that have long-term impacts and can fundamentally change their business. By doing what others avoid, entrepreneurs can maximize their potential for success.