project_log: 025

Yo.

For the past 2 weeks, I've obsessed over shit that doesn't matter. Again.

I'm launching my first solo product (Ballpark) and haven't made any significant progress in the past 2 weeks. I've added features that probably could've waited, I've obsessed over an invite email that should've taken 2 minutes to write not 2 hours, and I've tweaked the design more times than I can count.

I'm embarrassed to admit this but it's because I'm scared to do something I've never done before: acquiring customers for software product.

I keep reverting back to the comfortable tasks instead of embracing the opportunity of growth I've created. Now that I've realised this, I can push my fear to the side stop wasting time.

If this sounds familiar, you might want to keep reading.

The Trap of Mastery

There's a trap that comes with getting good at something. The better you are, the more the world rewards you for staying exactly where you are.

I've spent years honing my web development skills. Each project builds on the last, clients pay for my expertise, and there's a clear path forward: more clients and higher rates etc.

But as Dan Sullivan and Benjamin Hardy point out in the book "10x Is Easier Than 2x," focusing only on what you already know creates a ceiling. You might double your income by working harder, but exponential growth happens when you step into new territory.

My brain reverts back to tweaking the design and increasing performance because thats what I know. It avoids the unknown (acquiring customers) to keep me feeling cozy and comfortable.

Check out this poster from I Love Ugly (sick clothing brand btw):

Most people, myself included, get trapped within our comfort zone rather than pushing through fear into learning. We become incredibly efficient at delivering what we already know because it's easy.

The cost isn't obvious at first. You're making good money doing what you know. Clients respect your work. It all seems to be going well.

But there's an invisible tax your paying known as the paradox of expertise. It suggests that while expertise is known for superior performance, it can lower cognitive flexibility and provides you with a narrow perspective. Some examples:

1. Becoming so confident as an independent that you avoid learning how to delegate tasks.

2. Refusing to learn how to use AI as a developer because that's for rookies.

3. Redesigning your website instead of learning to create content that drives sales.

It's not until a shift in the market (like the AI disruption) that the comfort zone enjoyers suffer. Everything is good for these people, until it isn't.

Now I want you to be honest. When was the last time you felt completely out of your depth professionally? If it's been a while, you're probably effected by the paradox of expertise AKA you're comfortable.

So what do we do?

Don't worry friend, I got you.

We need to create a catalyst for growth that forces you to adapt

You might think it's motivation or inspiration that will pull you out of the comfort zone. It's not. It's creating a situation where you have no choice but to learn and adapt.

For me, that catalyst is building a product (especially the phase after launch). For you, it might be scaling to an agency, launching a newsletter, or creating a course. The specific project matters less than one critical quality: it must force you to develop skills you don't already have.

When I started building my product, I quickly realised that my tech skills were only about 30% of what I needed. I now have to answer questions I've never faced before like:

• How do I design a product dashboard?

• What copy will communicate the value?

• How do I make sure this idea is good before spending months on it?

• How do I create a onboarding process that works without me explaining it?

• How do I gather feedback from initial users?

Unlike my client work, where scope is defined and feedback is constant, product building and marketing has thrown me into the unknown. No client brief. No approved wireframes. Just making decisions and living with the consequences.

This forced adaption increases growth in a way that practicing within your comfort zone never could. It throws you problems you've never faced before. It's like learning to swim in a 2ft pool vs the ocean. You learn way faster when theres a wave about to dump on your head.

To Recap:

1. Expertise creates a comfort zone that limits your growth

2. The linear path stays within what you know. The exponential growth path needs you to step into the unknown.

3. Deliberate projects that force adaptation are the catalyst for growth.

The bottom line: Your ability to push through discomfort into new territory is your most valuable skill. Pick a project that scares you and be willing to suck. This is where growth comes from.

That's all for this week.

Keep growing. Get uncomfortable. Talk soon.

Will

P.S. If you want an AI prompt that will highlight the fear you're avoiding, read this article I wrote a few weeks back: https://over-stimulated.beehiiv.com/p/project-log-022 There's a prompt in there that will give you brutally honest feedback. Highly recommend.