If you take a moment to reflect on where you are in your business and industry right now, would you say that you’re comfortable? Or would safe be a better word to describe your position?
At first glance, these two words might seem interchangeable. But in reality, they are vastly different. This distinction was highlighted in an Instagram post by Mark Bouris that caught my attention recently. He said:
“If you keep picking the easy option, don’t make excuses for why you’re not going anywhere. You don’t go anywhere new on the path you know is easy.”
That statement carries a lot of truth. So, let’s explore what it really means for business owners and entrepreneurs like us.
Don’t be caught asleep at the wheel
The Comfort Zone vs. The Safety Zone
Seth Godin’s book, The Icarus Deception, dives deep into this topic. He makes an insightful observation about how our comfort zones and safety zones have shifted over time. Here’s an excerpt from the book:
“The fence holding us back is no longer there, but we still feel comfortable with the old boundaries. Now that a revolution has hit, now that the economy is upside down and the rules have changed, we have to confront an obvious truth: the safety zone has changed, but your comfort zone has not. Those places that felt safe—the corner office, the famous college, the secure job—aren’t.”
He goes on to say:
“You’re holding back, betting on a return to normal. But in the new normal, your resistance to change is no longer helpful.”
Even though this book was written back in 2012, it still rings true today. The idea that safety is not where it used to be has never been more relevant.
The Danger of Staying Comfortable
Historically, businesses that failed to recognise the shift between comfort and safety suffered the consequences. Think about the music industry, Kodak, Blockbuster Video, or the taxi industry. These businesses were comfortable doing what they had always done. They chugged along, business as usual, while the world around them changed. They didn’t realise that their safety zones had moved—often due to the internet and evolving consumer behaviour. By the time they took notice, it was too late.
This is a critical lesson for all of us. Just because we feel comfortable doesn’t mean we are safe.
The Shift in Business Today
If you’re running a business, whether you’re thriving or just managing to stay afloat, it’s crucial to ask yourself: Where is the safety zone moving to in my industry?
Technology, economic shifts, and global events continuously reshape industries. What worked yesterday may not work tomorrow. If you’re still doing things the way you’ve always done them, you might be at risk. It’s time to lift your head, assess the landscape, and make sure you’re adapting.
So here’s the big question: Are you just comfortable, or are you truly safe? And more importantly, what steps are you taking to ensure your business stays in the safety zone, even if it means stepping out of your comfort zone?