Why the Most Effective Leaders Don’t Avoid Discomfort—They Harness It for Growth

Discomfort Is the Path, Not the Problem

Many leaders believe minimizing discomfort is what leadership is about. But true transformation happens when we embrace discomfort instead of avoiding it.

That was at the heart of my conversation with Sterling Hawkins on The Enlightened Executive. Sterling—not a natural thrill-seeker—found himself thrust into discomfort when his multimillion-dollar startup collapsed during the housing market crash. Forced to confront failure, he intentionally leaned into discomfort through extreme physical challenges and public speaking. These experiences built his resilience and shaped his Leadership Framework.

Why Embracing Discomfort Matters

We live in a world defined by change—pandemics, economic shifts, AI disruption—all beyond our control. Sterling shared:

“The deeper question… is unknown, it’s uncomfortable. Instead of avoiding that… we start to face some of those really hard realities…and use them as pathways to growth.”

Discomfort signals growth—not threat. When leaders study and move through discomfort, they expand their capacity for change, which is exactly what today’s leadership landscape demands.

A Five-Step Process for Leaders

Sterling shared a practical five-step approach to transforming discomfort into growth:

1. Acknowledge It
   Notice avoidance in everyday behaviors—snoozing alarms, taking the elevator, delaying tough conversations. Small patterns reveal where we’re shrinking away from discomfort.
2. Make a Big Commitment
   Choose a goal that’s stronger than your fear. Sterling advises reframing your brain to seek solutions instead of retreating.
3. Mutual Accountability
   Invite your team to hold you accountable and offer to do the same for them. This models vulnerability and builds trust. Research shows shared accountability doubles your odds of success.
4. Scale the Problem
   When faced with limitations—budget, time—don’t downscale the ambition; upscale the thinking. Sterling gave the example of Richard Branson turning a retrofit into a full fleet replacement to unlock better financing and outcomes.
5. Surrender (Accept Discomfort)
   Acceptance isn’t giving up—it’s acknowledging the reality of discomfort and letting it pass through. When we soften, we become more creative and resilient.

Why It Strengthens Your Culture

Leaders who normalize discomfort empower their teams to take intelligent risks, fail forward, and stretch their capabilities. That’s how high-performing, innovative cultures are built—by making discomfort visible and navigable, not taboo.

Try This Tomorrow

Here’s a powerful practice you can start immediately:

• Socialize Your Discomfort: Share openly with your team: “Here’s something I’m working on that scares me—but I’m committed to it—and I’d love your help holding me to it.” Sterling described a global dairy company that created an internal podcast inviting all levels of the organization to share their discomfort—solving challenges became a visible, shared journey.

Discomfort isn’t your enemy—it’s the signal your leadership is stretching. By acknowledging discomfort, committing, inviting accountability, thinking bigger, and accepting the hard moments, you and your team can redefine what’s possible.

➡️ Ready to strengthen your “discomfort muscle”? Listen to the full episode of The Enlightened Executive with Sterling Hawkins and start transforming challenges into your greatest catalyst.