Attainable

Your greatest gains come in the middle of your pain. Think about what that's saying to you. Pain is an opportunity. It means that you're reaching a threshold that starts to become uncomfortable. Then pain settles in. Why? Because you're doing something that doesn't feel good. Most people at that point in time stop. The rate limiting factor between businesses that move on the magnitude of impact scale from poor to remarkable is how well they're able to manage through the pain. The things that seem so hard, they hurt so you want to quit. That is really, if you think about it, the rate limiting factor beating your competition in the marketplace. Doing the things that others are unwilling to do. When you start doing things that others are unwilling to do, it hurts. Especially when you can't quite figure out how to do it. And what that looks like when you go to your front office person, or you go to an employee, and ask them to do something different. And in the process of getting them to do so