Getting Comfortable with Being Uncomfortable: Why Growth Requires Risk
If there’s one thing I’ve learned in my career, it’s that real growth—whether in business, creativity, or life—only happens when you step outside your comfort zone. And yet, if we’re honest, most of us try to avoid discomfort as much as possible. It’s natural. We like what’s familiar, what’s predictable. But the truth is, if we only do what we’ve always done, we’ll never discover what we’re truly capable of.
That’s why, at Evolve, we’re intentionally leaning into discomfort with our MARCON presentation this year. We’re pushing ourselves to take creative risks in a way we never have before—using music, rhythm, and the Akai MPC as a metaphor for research and data analysis. It’s a completely new approach for us, and honestly? It’s both exciting and a little terrifying. But that’s exactly why we know we’re on the right track.
Why Discomfort is Necessary for Growth
We’ve all heard the saying, growth happens outside of your comfort zone. But what does that actually mean? It means embracing uncertainty. It means trying new things, even when failure is a possibility. And most importantly, it means recognizing that the best insights, the most impactful ideas, and the biggest breakthroughs don’t come from playing it safe—they come from taking a leap.
In our research, we encourage clients to challenge their assumptions, ask tough questions, and go beyond surface-level insights. We know that staying in the comfortable “we’ve always done it this way” mindset limits innovation. So why should we treat our own approach any differently?
The Akai MPC and the Research Parallel
Music and data might seem like an unlikely pair, but the way we analyze patterns in behavior isn’t so different from how musicians layer sounds and create rhythm. The Akai MPC allows artists to break music down into individual samples, isolate patterns, and experiment with different beats—much like we break down consumer behavior, identify trends, and find the rhythm in data.
Just like music, research is about understanding patterns, testing new ideas, and knowing when to trust intuition. Sometimes, the best insights don’t come from the first pass—they come from remixing, layering, and iterating until you find something that clicks.
Embracing the Uncomfortable—Together
This presentation is pushing our entire team outside of our usual boundaries. It’s making us think differently, collaborate in new ways, and challenge ourselves creatively. And that’s the whole point. Growth isn’t supposed to be easy—it’s supposed to stretch us, push us, and ultimately make us better.
So here’s our challenge to you: When was the last time you did something that truly made you uncomfortable? Something that pushed you beyond your usual way of thinking? If it’s been a while, maybe it’s time to shake things up.
If you’re attending MARCON, we’d love to have you experience this journey with us. And if you can’t make it, don’t worry—we’ll be sharing insights and takeaways soon. Let’s keep evolving, together.
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Kevin JessopCEO & Research Director