Statis Coming

I found this article on the value of discomfort to brand useful in understanding my own relationship with comfort and of some other folks that naturally came to mind. The author argues, for leading brands, discomfort isn’t just a risk, it’s an economic necessity. The article uses vivid natural analogies and business examples to argue that comfort leads to entropy, mediocrity, and stagnation. Like the ponderosa pine relying on fire or wildflowers needing abrasion to spread, real growth in business is born from upheaval rather than safety. Too many companies chase incremental improvement, confusing harmony and consensus with long-term success, while true vitality often comes from moments that make leaders and teams “wince.”

Complacency is framed as the “comfort trap,” where routines and best practices lull businesses into a false sense of security. The author points out that market volatility and disruption punish those who coast. Instead of self-imposed stasis, businesses should deliberately invite discord, risk, and the kind of creative destruction economist Joseph Schumpeter championed, even if it means confronting sacred cows or launching bold ideas before they’re fully polished.

Humphris highlights the distinction between “capability” and “optionality.” In uncertain times, many organizations slash investments in R&D or experimentation, doubling down on what’s familiar and “safe.” This is depicted as a long-term mistake, as it erodes an organization’s ability to adapt or seize future opportunities. The concept of “optionality”, building antifragile systems and a tolerance for failure, emphasizes the payoff of embracing noise, ambiguity, and failed experiments in the pursuit of the few breakthroughs that can deliver outsized results.

The author urges brands to “choose the fire,” to walk straight into discomfort by backing daring ideas, divisive strategies, and innovations that aren’t guaranteed to succeed. In a marketplace awash with sameness and consensus, real value is found at the edge, where risk and discomfort sharpen thinking, foster originality, and set apart those willing to endure the “ordeal of growth.” If every decision feels comfortable and everyone agrees, the warning is clear: you’re already falling behind.

I have gone out of my comfort zone and done did not at all feel safe. The outcomes prove that was the right choice. But there was a age and stage of life for that. I don't feel nearly as eager to jump into fire anymore. I see that mirrors how many others I know, folks that once took incredible risks and simply won't anymore. Maybe we've let statis take over to our detriment.