Have you become comfortable with discomfort? Have you resigned yourself to the fact that things are going to be difficult and accepted that you will just have to "tough it out"? Beware of your rationalization.

Truth is that "tension is the entrepreneurs best friend". What if it was simply the way your business tries to your attention and sit up and take notice? When you feel conflicting ideas, feelings, and emotions - pay attention! The tension, conflict or dissoance you feel, may be just what you need to deal with in your business - right now. Ask yourself this question, "Is this really something you shouldignore or is it best to take action?"

Who said it's our right to feel comfortable all the time? There's a reason they call it a "comfort zone", because if it takes you down the path to complacency. Resist it, and practice intellectual honesty, and get into action. You might be one action step away from a breakthrough.

To learn more, check out Wikipedia entry on Cognitive Dissonance. "A powerful cause of dissonance is when an idea conflicts with a fundamental element of the self-concept, such as "I am a good person" or "I made the right decision." This can lead to rationalization when a person is presented with evidence of a bad choice. It can also lead to confirmation bias, the denial of disconfirming evidence, and other ego defense mechanisms."

How Micro Economics Can Transform Your Small Businesses