One sneaky belief system that pervades business owners' thinking is the belief that "it's supposed to be hard."

But it may not come out expressed in those exact words. 

Instead, it is more cleverly disguised as:

• continuing to do high level-of-effort work, despite easier options being available

• not even seeing that easier options are available

• avoiding raising prices despite on-going demand, because "that's just highway robbery"

• seeking out ways to add unnecessary complication to a process or service to inflate appearance of value

• endlessly polishing work that is effectively complete, as if adding more effort makes it a more fair exchange

• sitting on products that could be out in the marketplace getting tested

• saying "yes" to new clients when it would be wiser to decline

...

Many of us grew up hearing that "you have to work hard" to make a living.

To an extent, that is true. Or, was true.

Keep an eye out for the moment in time where the switch flips, and if it's not easy, you might be doing it wrong, or worse, making it hard for yourself when it needn't be.

...

The truth is that it can be easy. But only if you believe it, first.