Embrace the Hard
- Adam T. Hurd
- Feb 14
- 2 min read
The Simple Newsletter - Issue # 059
ADAM'S THOUGHTS
Business is simple. It’s just not easy.
I’ve been saying that for over a decade. At Atomic Business Coaching, Tom and I live by it. We coach by it. We build by it.
But here’s the thing about that phrase…
It implies something most people don’t want to accept.
It’s all going to be hard.
It doesn’t get easier when you get more successful.
It doesn’t get easier when systems flow.
It doesn’t get easier when clients are amazing.
It’s still hard.
But here’s the beautiful part.
When you truly accept that it’s going to be hard… and then you simplify everything around it… there’s nothing left to do except the work.
Lately, I’ve noticed this with our clients and in our own company. We’ve simplified processes. Simplified pricing. Simplified websites. Simplified communication. Simplified content.
And once we stripped away the noise?
All that remained was the real work.
ADAM'S LESSON
If you want to do the hard work, two things must happen:
You simplify.
You become certain.
Certainty is the key.
If business is simple and just not easy — but you’re not certain about why you’re doing it — nothing gets done.
Certainty isn’t about outcomes.
It’s not about guarantees.
It’s not about results.
It’s about being certain why you’re choosing this path.
Let me give you a real example.
Tom and I run client advisory board meetings. We were going to use a sleek, modern app. Fancy UI. Professional look. All the bells and whistles.
But when we stepped back and asked, “How do we simplify this?” the answer was obvious.
Just send an email.
Let them reply...
Okay we went a little fancier but not much.
(We now use a Microsoft Form... that we already own.)
The work after that? Still hard.
The thinking.
The notes.
The clarity.
The integration.
That’s the hard part. And that’s the part we’re paid for.
So we removed the noise.
Because overcomplicating the easy parts prevents you from showing up fully for the hard parts.
So here's my question for you this week:
Where in your business are you overcomplicating something — and in doing so, avoiding the hard work that actually matters?
Reply and tell me. While I can’t respond to every message, Tom and I read every reply, and we genuinely appreciate hearing from you.
That’s all for this week.
See you next Saturday.
-Adam
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