When It Gets Easy, Go Hard

When it gets easy, go hard. - Alex Hormozi

You might find something became easy or was easy for a while. Well then, do it more. Keep going. Go deeper. Go harder.

I love that phrase "when it gets easy, go hard" It's exactly what I needed to hear this year.

I've lived that phrase for months now.

I used to check out. I used to find myself up against a wall of apathy, and just give up. I gave up in ways that it made it look like a success. Sold a newsletter. Sold a project. Sold a SaaS.

But I really just didn't know what to do next. I stood at the foot of Mount Ugh. Just moaned my way around day to day. Ended up selling, getting rid of, sunsetting... projects, businesses, apps, friends, coworkers, cofounders.

Now: When I find something boring, something is easy, I go double on it.

hard for someone else

Because if it's easy for you, it's going to be hard for someone else. You won't know how special it is that you can do that thing.

You do the thing. You do it well. It's easy for you. You're bored. Keep going. Have the self-discipline to get even better. So good that everyone knows you for that thing.

Then execute it and systemize it and train others to do it.

That will be the hardest part. Because it might be some learned skill, trait, you had for the past 10 years that made that thing easy for you. They don't have those years. So you'll have to see something in them. They'll have to have some kindness to them. They'll need some fire behind their eyes that they show off to you consistently.

And it might not work out.

You might not find another person to do exactly what you do well, what's easy for you. But you can build them, out of software.

And you can find boring businesses everywhere here.

You might not be able to build a boring business, but you can take one over.

Someone else might have suffered through the initial build phase, and now you can take over this boring business from someone who is totally "over it."

Someone who doesn't want to continue their easy peasy, boring life running this boring business.

It'll be exciting for you.

It won't be a struggle at all. You clearly see what it's missing. The positioning, the new market it can go into. It's so easy for you to see. So go do it.

and you don't have to take over someone's business. You can take over the task that's easy for you. Find the one function they aren't doing and you think is soooo easy. And then go do it.

Is someone not sending enough marketing emails? Dylan Bridger will write emails for you
Is someone not tweeting enough? @PeteCodes will tweet for you.

If you're reading this and realizing that something is SUPER easy for you, then go down and comment what it is. I'm sure someone else is sitting here thinking.. goddman that's hard, I wish there was someone who could do that for me and I could do this "other thing" for them that's easy for me.

I bet you'll find someone interesting, here on Indiehackers.