Growth dies in the comfort zone.

Comfort looks like safety. In reality, it’s a slow collapse.

Author

Ian Adams
August 25, 2025

In partnership with

How can AI power your income?

Ready to transform artificial intelligence from a buzzword into your personal revenue generator

HubSpot’s groundbreaking guide "200+ AI-Powered Income Ideas" is your gateway to financial innovation in the digital age.

Inside you'll discover:

  • A curated collection of 200+ profitable opportunities spanning content creation, e-commerce, gaming, and emerging digital markets—each vetted for real-world potential

  • Step-by-step implementation guides designed for beginners, making AI accessible regardless of your technical background

  • Cutting-edge strategies aligned with current market trends, ensuring your ventures stay ahead of the curve

Download your guide today and unlock a future where artificial intelligence powers your success. Your next income stream is waiting.

Comfort doesn’t always look like laziness. Sometimes it looks like order, routine, “stability.” But brands stall when leaders stop being restless.

LEGO learned this the hard way. In the early 2000s, they were bleeding money by holding tight to the comfort of toy sales. What saved them wasn’t more bricks, but the risk of expansion into movies, video games, theme parks, and big licensing bets like Star Wars. Leaving their comfort zone rebuilt them into one of the strongest brands in the world.

Comfort makes decisions drag on. It makes teams bloated with process instead of progress. It makes founders protect what worked yesterday instead of questioning what needs to change today.

Momentum needs agitation. 

Brands that grow are led by people willing to disrupt their own habits before someone else does it for them.

If you’re comfortable, you’re not leading, you’re babysitting the past.

Sit with:

Where have you let routine replace curiosity?

What decision have you delayed under the guise of “stability”?

What habit in your leadership is protecting the past instead of creating the future?

Is stability costing your growth?

Ian Adams, Founder the little red sofa

Before founding the little red sofa, I led strategy and creative for brands like Jeep, HSBC, and Unilever at top global agencies and in-house teams across 8 countries. Now I work with founders to turn brand clarity into sustainable growth.