Lately, I’ve been thinking a lot about something that’s become really clear to me while launching this new store—success, whether in business or life, usually happens just beyond where we feel comfortable.

Think about working out. It’s when you push through those last few tough reps, or that final sprint when you’re really tired, that’s when you start seeing growth. I remember my piano teacher telling me that if I leave a lesson feeling mentally exhausted, that’s a good sign—it means I’ve actually learned something. It’s how our brains work.

The same thing applies to business. It’s easy to stay comfortable, but real progress happens when we step into new territory. That’s exactly what’s happening as I’m building this store—it’s uncomfortable, but with each challenge, I’m learning and growing.

And the more we do things that push us, the easier they get. Think about public speaking or networking. At first, it’s awkward and hard, but the more you do it, the more natural it becomes. Eventually, you get good at it. That’s been my experience with this store—I’m constantly reminded that pushing our limits isn’t just about success, it’s about discovering what we’re really capable of.