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Let’s talk about something sneaky:

Complacency.

This one doesn’t hit you in the face. It settles in like a slow fog.

And the worst part? You might not even notice.

What complacency really is

You’re not lazy. You work hard.

But at some point, you stopped chasing something new. You got comfortable.

It used to be exciting. Now it’s just… fine.

You show up. You solve problems. But the spark is gone.

Two types of complacency

1. The content kind

This one doesn’t feel bad.

You like the work. You’re good at it. Your customers are happy.

You’ve solved the same problems for so long, you can do it with your eyes closed.

That’s not failure. That’s skill.

2. The dangerous kind

You don’t ask new questions, test new ideas, and don’t notice when things get stale.

This one sneaks up on you.

Until one day, you're losing customers, but don’t know why.

How to know you’re stuck

• You haven’t launched anything new in 6 months

• You hear about your competitors more than your customers

• You’re solving the same fires, over and over

• Your team stopped bringing new ideas

• You haven’t felt nervous about a project in a year

That’s the slow death. Not loud. Just dull.

What causes it

Complacency starts with success.

You hit a goal. You get some wins. Things work.

So you stop pushing. You protect what you built.

But the market keeps moving.

If you don’t move with it, you fall behind.

How to shake it off

1. Raise the bar

Pick a new target. Not a safe one.

Something that makes you stretch. Something with teeth.

Example:
“We’ll grow revenue by $1M in 12 months—with no new hires.”

Now that’s a goal.

2. Set a deadline

Goals without timelines are just wishes.

Set a 30-day sprint. See how far you can push.

Urgency wakes people up.

3. Talk to your best customers

Ask:
“What are we doing well?”
“What’s frustrating?”
“What do you wish we offered?”

They’ll tell you where you’re slipping. Or where you’re missing a chance.

4. Kill one routine

Pick something you’ve always done and stop doing it.
See what happens.

New inputs create new ideas.

5. Make one risky bet

Not reckless. Just risky.

Try a new offer.
Enter a new channel.
Pitch someone out of your league.

You’ll feel it in your gut. That’s good.

What about the good kind of complacency?

You’ve built something that works. That’s great.

But don’t confuse comfort with safety.

Even if you’re good at solving today’s problems, tomorrow brings new ones.

The question is: will you still be ready?

A mental trick

Ask yourself:

“If I had to double this business in the next 6 months or shut it down—what would I change today?”

That’ll wake your brain up.

Final thoughts

Most businesses don’t crash.
They fade.

They stop chasing new ideas.
They stop listening.
They fall asleep at the wheel.

You don’t need to burn the whole thing down.

But you do need to stir things up.

Stay sharp. Stay curious.

Keep moving.