5

The Gut CheckWhere Discomfort Leads and What Is at Stake

Discomfort is very much a part of my master plan.

—JONATHAN LETHEM

THE BIG IDEA

Your standards are not what you desire; they are what you accept.

By now I hope you have identified some significant discomforts in your sales life. There is one more discovery you need to make, and it has to do with the “reward” for following the comfortable path. Be forewarned: the consequences are more dire than you may be expecting.

I’ll share a story that I believe puts everything we’ve discussed into a real-world scenario. See if you can identify your own tendencies in this situation.

Several years ago my wife and I were heading out for a quick bite to eat at a nearby Chipotle. I had my hand on the restaurant ...

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