Business isn't hard because it's complicated. It's hard because it forces you to do the things you don't want to do. Most people never figure this out. They spend years convinced they're missing the perfect strategy, the right tactic, the course that finally unlocks everything. They scroll, they research, they plan. And the whole time, they ignore what's sitting right in front of them — the most basic actions that actually move the needle. Pick up the phone. Make the call. Text the potential client. Create the content. Cut the expenses. Have the brutal conversation about money with your spouse. Tell your kids, "I can't come today." Nobody wants to hear this. I didn't either. The Search for the Secret I wanted the secret plan. I was searching for it — the hidden playbook that successful people weren't sharing. But here's what I learned: I wasn't going to wait for it. And the real breakthroughs in my life didn't come from a new framework or a better funnel. They came from facing fears and making hard choices. From uncomfortable conversations with real people about real things. That's it. That was the whole secret. Why Good Strategies Feel Wrong (after the excitement wheres off) Here's the thing about genuinely good strategies: they're boring and/or scary. They ask you to prioritize two or three actions, repeat them relentlessly, and get zero results at first. That's not a bug — that's the point. Good strategies work because they leverage an insight that no one else can sustain or are scared to do. The insight itself is usually simple. Obvious, even. It's an observation of how the system works and where the opening is. Anyone can see it. Almost nobody can execute it — because execution comes with fear, discomfort, and the constant temptation to quit and go find something easier. That's when it all falls apart for most people. Not at the strategy level. At the feeling level. What Actually Changed for Me I know all of this because I lived it. For a long time, I was the person refreshing my feed looking for the missing piece. Convinced that if I just found the right strategy, things would finally click.