The comfort trap.

The driving force for many profit seeking businesses is comfort.

Not resting, which is satiable, but comfort, which is insatiable.

It creeps up on us as we start making exceptions. One more episode, one more reel, one more drink.

Sooner or later, we get stuck in the trap. We start losing our agency to engage with the discomfort that growth requires.

The only way to win some games is by choosing not to play.