I'm trying to exercise more outdoors so this morning I went for a 5k run on Hampstead Heath. I made so many excuses before leaving about why I shouldn't run but I recognised that I was in the discomfort zone. The zone when your inner critic is at its highest. The zone when you just procrastinate and make up a million excuses about why you shouldn't do *that* thing. The trick is to stay in that zone for as short as time as possible by starting the thing. I see it with people I coach on pitching to the media. Hitting send on a pitch is the hardest thing. That's why I bring journalists to my clients inside a monthly media roundtable and challenge them to follow up with the journalists within 12 hours. It works! 100 % of my clients have featured in the media at least once in 16 weeks. Some have even landed 3 or 4 features. So whatever you're aiming to do shorten that discomfort zone! PS - if you'd like to become a thought leader in your industry and featured in respected medi...