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Why would you do work that doesn’t matter?

There are tasks that really matter and connect to the core of the business. Then there are tasks that kind of matter.

There are also tasks we’re comfortable with (prior exposure, domain expertise) and tasks we’re uncomfortable with (emotional barriers, unknown domains, general uncertainty).

All’s good while what matters is also what we’re comfortable with.

But a particular problem arises when we run out of work that matters and is comfortable for us. Instead of doing that which we’re uncomfortable with but matters, we retreat to comfortable but doesn’t matter.

And we tick off to-dos list without achieving the goals we pursue.

Being comfortable imposes limits on us, when those limits interfere with what we need to do, we need to gather courage and go into the unknown.

Is your comfort holding you back?