The Work You Avoid Is the Work That Changes You

There’s a task on your list you’ve been avoiding.

Maybe it’s writing the first page of your book.

Maybe it’s sending that pitch.

Maybe it’s showing up online and actually being seen.

Whatever it is—it lingers. Quiet, heavy, and always just out of reach.

Most people mistake this resistance for laziness or fear. But the truth is, the work we avoid is often the work that holds the key to the next version of ourselves.

In branding, in business, in life—the next level doesn’t come from doing more of the easy things. It comes from facing the uncomfortable stuff. The vulnerable stuff. The true stuff.

The world tells us to grind, to hustle, to optimize.

But real growth? It usually sounds more like silence. Stillness. Honesty.

It’s about doing the work that exposes you. The kind of work that has you questioning everything… and becoming something better in the process.

The irony is: the longer you avoid it, the heavier it gets. Resistance grows in the shadows. And the moment you finally sit down and begin—the moment you confront it—it starts to dissolve.

You realize: it wasn’t that hard. You just weren’t ready to let go of the version of you who didn’t do it yet.

But when you’re building something meaningful—a brand, a movement, a legacy—you have to go there. Because if your work doesn’t move you, it won’t move anyone else.

This isn’t about productivity hacks or checking boxes.

It’s about choosing transformation over avoidance.

It’s about knowing that the work you’ve been dodging… is probably the exact work you were meant to do next.

Final Thoughts

Whatever you’re avoiding right now? Start there.

Not because it’s easy—but because it matters.

And if you need help facing the fog?

That’s where I come in. Email me: mail@ericnugent.com