Business growth inevitably requires owners to develop new capabilities and step into unfamiliar roles. Yet many resist this growth because of what I call the "Competence Comfort Zone" – the tendency to stay within familiar activities where you already feel confident.



This creates a powerful form of resistance because moving from competence to temporary incompetence feels deeply uncomfortable, even threatening.

A sales consultant knew he needed to develop systems to scale his business. He purchased software, hired consultants, and blocked time for systems development. Yet month after month, he filled that time with more sales calls instead.

The reason wasn't laziness or lack of commitment. Sales activities gave him immediate positive feedback—he was excellent at sales, received regular validation through closed deals, and enjoyed the confidence that came from operating in his zone of genius. In contrast, systems development made him feel awkward and amateur—he couldn't see immediate results and felt his confidence diminish.

The Competence Comfort Zone creates a particularly insidious form of resistance because it often masquerades as productivity. "I'm too busy with important client work" appears responsible but may actually be avoiding the discomfort of developing new capabilities.

Breaking free requires understanding that temporary incompetence is not just an inevitable part of growth—it's a necessary phase of developing new capabilities. Every expertise you now possess began with a period of awkwardness and uncertainty.

Try these strategies:

• Practice "competence bracketing"—explicitly acknowledge when you're entering a development zone where performance will temporarily decline
• Create "competence scaffolding"—support structures like templates or frameworks that bridge the gap between current capabilities and development goals
• Build "competence partnerships"—relationships with others who complement your skills and support your development

Remember, willingness to move through temporary incompetence is what separates business owners who evolve with their growing businesses from those who become limitations to their own companies.