<img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=2237530&amp;fmt=gif">
Skip to content
Executive Advisors-1

Washington DC | Los Angeles | Austin | Boston | Chicago | Denver  | Minneapolis | Nashville | Phoenix | San Francisco

Embracing Discomfort: A Crucial Catalyst for Corporate Growth

In the dynamic landscape of the business world, the prospect of growth often requires companies to navigate uncharted waters and embrace discomfort. The inherent resistance to change, both among individuals and within corporate cultures, can act as a formidable barrier to progress. This blog delves into the necessity for companies to experience discomfort in order to transcend their current state, and explores how a willingness to push beyond the familiar can lead to unprecedented growth and scalability

The Nature of Resistance:

Change is inherently discomforting, and this discomfort is deeply embedded in the human psyche. People naturally gravitate toward familiarity and routine, creating an aversion to the uncertainty that accompanies change. Within the corporate sphere, this resistance is further compounded by the inertia of established norms and organizational cultures. Employees may fear the unknown, and leaders may be hesitant to disrupt the status quo for fear of short-term setbacks.

The Corporate Comfort Zone:

Corporate cultures, much like individuals, can develop a comfort zone that hinders growth. This comfort zone manifests in established processes, hierarchies, and ways of thinking that, while providing stability, can stifle innovation and adaptation. Breaking free from this comfort zone requires a willingness to challenge existing paradigms and embrace the discomfort that accompanies such upheaval.

Learning from Industry Pioneers:

Numerous examples in the business world illustrate the transformative power of embracing discomfort. One such case is my own experience at PTC.  In the 1980’s PTC developed a game changing CAD/CAM/CAE software solution called ProEngineer.  By the 1990’s competitors were closing the gap and rather than let them catch-up PTC pivoted to PLM - Product Lifecycle Management, of which the CAD software was a component of the overall solution.  The pivot was difficult to say the least but it transformed the future of the business.

Another noteworthy example is Netflix's evolution from a DVD-by-mail service to a global streaming giant. The company faced significant pushback when it decided to phase out its traditional model, but this strategic discomfort paved the way for unprecedented growth and dominance in the entertainment industry.

The Journey of Airbnb also exemplifies the benefits of navigating through discomfort. The company disrupted the hospitality industry by challenging established norms, introducing the concept of home-sharing. While initially met with regulatory challenges and skepticism, Airbnb's resilience and commitment to innovation propelled it to become a global powerhouse.

Overcoming Short-Term Fallout:

It is crucial for companies to understand that experiencing discomfort is not synonymous with failure. Short-term setbacks and resistance are natural components of the change process. Leaders must be prepared to weather the initial storm, communicate effectively with stakeholders, and emphasize the long-term benefits that will accrue from embracing discomfort.

Creating a Culture of Continuous Discomfort:

To foster sustained growth, companies must instill a culture that embraces discomfort as a catalyst for improvement. This involves fostering a mindset that values learning, adaptation, and continuous innovation. Organizations that prioritize agility and resilience are better equipped to navigate the ever-evolving business landscape.


In conclusion, the path to corporate growth necessitates a willingness to experience discomfort. By recognizing and addressing the inherent resistance to change within individuals and corporate cultures, companies can break free from their comfort zones and embark on transformative journeys. The documented success stories of industry leaders serve as testament to the rewards that await those bold enough to push through the initial discomfort, ultimately realizing unparalleled growth and scalability. Embracing discomfort is not just a strategic choice; it is an imperative for the companies of tomorrow.