Let me tell you about the clever little opponent that's been quietly sabotaging your business growth.
You know exactly what I'm talking about. That website redesign you've been "planning" since Obama was in office. The video content you keep pushing off like a bad date. That digital strategy collecting dust in your "someday" folder.
And let's be honest - it's not because you're lazy. Or uninformed. Or even "too busy" (though that's a convenient excuse we all love to use).
There's actually this invisible force working against you. Something that gets stronger the more important a project is. Steven Pressfield, in his book "The War of Art," calls it "Resistance." And once you understand what this sneaky opponent really is, everything changes.
What resistance looks like in the wild
Let me paint you a picture with a true story that'll probably make you feel better about your own procrastination.
There's this incredibly successful doctor on my email list. Board certified. Respected practice. The whole nine yards. For 2 entire years (yes, 24 whole months), they watched my videos about modernizing medical websites like they were binge-watching Netflix.
That's 2 years of:
- Knowing their site needed work
- Watching their competition upgrade their online presence
- Probably nodding along to every tip I shared
When we finally had our first consultation, you know what they told me?
"I've watched your YouTube videos and they're fantastic!"
They knew the information was solid. They trusted me (clearly). They had the means to take action. Yet something kept them stuck for 2 years, watching from the sidelines like a cautious investor waiting for the perfect moment to jump in.
That's what Resistance looks like, folks. It's not about knowledge, resources, or capability. It's about this invisible force that keeps even the smartest professionals from taking action on stuff they know they need to do.
How this clever opponent operates
So what exactly is this invisible force? According to Pressfield (brilliant author, by the way), Resistance is that inner push-back that shows up right when you're about to do something important. And here's the fascinating part: the more impact something could have on your business, the harder this force fights to stop you.
Think about it...
Sending a quick email to a client? Easy peasy.
But updating your entire website? Oh my. That's when Resistance breaks out its greatest hits:
"It's not the right time..."
"The market's too uncertain..."
"I need to do more research..."
"My current site isn't that bad..."
(Narrator: It absolutely was that bad.)
Here's what most professionals don't get: this self-doubt and hesitation isn't just about capabilities. It's about the perceived pain of taking action. Your brain is like that overly cautious friend who makes everything seem 10x harder than it actually is.
But I've got good news: the moment you recognize these patterns - the moment you call out this protective instinct for what it is - that's when it starts losing its power. Because you can't fix what you can't name.
How resistance sweet-talks different professionals
Once you know what to look for, you'll spot this master of delay everywhere. It's like that well-meaning friend who always has a "logical" reason why you should wait just a little longer.
For doctors, it whispers convincingly:
"My website's worked fine for years..."
"Recording a welcome video seems unprofessional..."
(Meanwhile, their competition is connecting with patients through video.)
For financial advisors, it's more like:
"My ideal clients don't care about fancy websites..."
"My high-net-worth prospects aren't on social media..."
(Plot twist: They are. And they're working with your competitors.)
For consultants:
"I'll update my digital presence once I have more case studies..."
"What if I invest in this and it doesn't work..."
(What if you don't and your business stays stuck?)
Sound familiar? Perhaps a little too familiar?
See, Resistance is like that persuasive friend who enables procrastination. It doesn't just tell you "no." It gives you perfectly logical-sounding reasons to stay exactly where you are. It makes your comfort zone feel like wisdom.
How to overcome resistance (professionally)
Here's the thing about Resistance: once you know its game, you can flip the script. After working with service professionals for years, I've noticed the winners don't rely on motivation or willpower. They use proven systems to beat this invisible force - like bringing advanced strategy to a simple game.
Here are 4 tactics that actually work:
- Break big projects into tiny steps
Instead of "I need to modernize my practice," think "I'm going to write one paragraph about my services today." Even the busiest professional can handle that. - Schedule specific times to take action
Block out 30 minutes first thing in the morning. Before email chaos. Before client fires. Before your brain can craft elaborate excuses. - Set a hard deadline
Put a date on it. Tell someone. Share it on LinkedIn. Nothing defeats procrastination faster than public accountability. (Your professional reputation won't let you fail.) - Embrace strategic delegation
The most successful professionals know when to bring in experts. They focus on what they do best and delegate the rest. There's no prize for exhausting yourself with DIY projects.
Let me share another quick story. Recently, a financial advisor came to me after their marketing firm staged what I'd call a "professional intervention." The firm had this brilliant growth strategy, but it all hinged on having a website that didn't look like a relic from the dial-up era.
This advisor wasn't tech-challenged. They just understood something crucial: sometimes the smartest move isn't doing it yourself. Because every hour spent wrestling with website code is an hour not spent serving clients and growing your practice.
The plot twist: Using resistance as your strategic advantage
Here's where it gets interesting: once you understand how Resistance works, you can use it like a compass. But here's the clever part - it points in reverse.
Whatever direction Resistance is urging you to avoid? That's exactly where the opportunity lies.
When it says "Nobody wants to see you on video" - that's your signal to start recording.
When it whispers "Your website is fine" - time for an upgrade.
When it argues "Your prospects aren't on social media" - time to build your professional online presence.
Conclusion
Look, this invisible force isn't going anywhere. It's like that persistent voice of doubt that shows up at every major business decision. But now you know its game.
Remember: Resistance gets stronger the more important something is to your growth. So the next time you feel that pushback against making a crucial business update, don't see it as a warning sign. See it as a bright arrow pointing toward your next breakthrough.
The key isn't to eliminate Resistance - it's to recognize it, name it, and then methodically move past it with proven systems. Because on the other side of that resistance? That's where real business growth happens.
And your competition? They're probably still listening to their Resistance. Which means right now is the perfect time to take decisive action and move your business forward.
