The Power of Discomfort: Leveraging Technology and Psychological Ownership for Business Growth

Rachid Akiki, MD, MBA
3 min readApr 13, 2023
Credits to DALLE

Churchill once said, “We shape our buildings; thereafter, they shape us.” This rings true for technology as well. New networks are formed when a technology shift enables a new communication method. Just as broadband internet and flash video enabled YouTube, SMS-enabled Twitter, and mobile photography enabled Instagram. As founders, our ability to tolerate discomfort and push boundaries is critical to our business’s success. This article explores how to harness the power of discomfort, psychological ownership, and artificial intelligence (AI) to shape our businesses and lives.

The Power of Discomfort: 4 Key Aspects

Success depends on tolerating discomfort, whether you’re just starting or running a billion-dollar business. Here are four key aspects to consistently getting out of your comfort zone and building a life that matters:

  1. Clarify what’s important
  2. Ramp up the costs
  3. Build discomfort tolerance
  4. Create commitment scaffolding

Ask yourself some uncomfortable questions, such as, “If someone were to replace me in my life/work tomorrow, what would they do differently?” or “If I were to live the rest of my life in the way I’m doing now…



Rachid Akiki, MD, MBA

Decentralizing healthcare 🚀 Medical Doctor turned Serial Entrepreneur. Boston & Miami-based. Studied physics, medicine, radiology, & business. Always Learning