Seek Difficulty

Three people standing on top of a snow-covered mountain.

The most value always comes from the things that are the most difficult. Things others avoid, ignore, or look away from will differentiate your product, service, or brand, help you stand out, and likely provide additional value to your customers.

(This doesn’t mean that you can’t make a difference by picking a different model to stand out.)

Yes, difficult things are difficult for a good reason, but you shouldn’t shy away from them—quite the contrary. Find what’s hard in your particular niche, and tackle it directly. You just might stumble upon a breakthrough that changes everything.

Push the Envelope