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The easiest way to endure an ice bath is to stay still.

A thermal layer forms, protecting you from the cold.

But the lack of movement becomes a problem the longer you stay in because you aren’t circulating blood as well to your extremities.

In business we might feel fine in our thermal layer. Comfortable even.

  But this is a long game. You’ve got to keep moving.

To disrupt the status quo and keep your business moving, see how to influence action.

I often talk about the need to minimise effort if we want behaviour to happen. The easier something is to do, the smaller the payoff for bothering needs to be.

But.

Sometimes we need to do hard things. We want to do hard things.

There’s the thrill of riding a roller coaster, the relief of passing exams and the satisfaction of climbing a mountain. The adrenaline of presenting your ideas to a crowded room.

In these cases, making the hard thing easy would negate its worth. 

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