We are in many ways wired for comfort. We seek to avoid difficulty, stress and hardship. And yet, as humans we only feel good when we struggle. I see this around me all the time. When I go to the gym and do a tough workout, I feel good about myself. I see the same in the groups that I train: the harder I push them, the more satisfied they are. Startup founders have the same pattern: they struggle and experience a great sense of accomplishment when the business gets going. If this was not the case, why would anyone sign up for a marathon, commit to long-distance hiking, climbing mountains, invest incredible amounts of time and energy into a career or anything that is physically and mentally challenging. As the saying goes: in life you will suffer, so you better carefully select who or what you’re suffering for.