When it comes to what we can achieve, we love to put things in neat piles.
Doable or Not Doable. Yes or No. In or Out. Good or Bad.
But when it comes to our own goals, we have a third category: The “Too Hard” pile.
We treat this pile like a “No.” We treat it like a dead end.
We tend to toss things into the “Too Hard” pile prematurely. And when we do that, we rob ourselves of goals we are fully capable of achieving.
I see this constantly in sales, marketing, and business development, and frankly, it saddens me. People and organizations that are fully capable of reaching a higher level of success deny themselves that growth by unnecessarily labeling a task as impossible, when it is simply uncomfortable.
The most powerful force on earth
People generally resist change. But those who are capable of greater things yet remain stuck in mediocrity often ferociously resist change.
I have a saying that I use in my coaching practice:
“The most powerful force on this earth is a person’s ability to rationalize why they can’t do—or won’t do—something they are capable of doing and absolutely should be doing.”
You may not be capable of something in this exact moment because you lack information, assistance, or practice. But you are likely fully capable of achieving certain goals or mastering new skills if you decide to learn, seek help, and master the skill.
So, why do reps and organizations resist even screamingly obvious improvements? Why do we choose stagnation over growth? I have a few theories regarding these self-defeating behaviors.
1. The comfort trap (Change is hard)
When you have habits that have become comfortable, sales reps and teams will perform Olympic-caliber mental gymnastics to justify staying the same. They will argue against a new strategy not because it won’t work, but because the old way feels safe—even if the old way is failing.
2. Fear of failure (ego protection)
“Too Hard” is often just a softer, kinder way of saying, “I’m afraid of failing and looking stupid.” If we label something as impossible, we don’t have to try. And if we don’t try, we can’t fail. It is a shield for the ego.
3. The fixed mindset
This is a classic case of Carol Dweck (author of Mindset) fixed versus growth mindset theory playing out on the sales floor. We convince ourselves that our skills are set in stone. “I’m just not a script person,” or “Systems don’t work for me, I like to keep it natural.” We decide that having to struggle or make an effort is a sign that we aren’t talented, rather than recognizing that effort is the only path to improvement.
4. The “stop-short”
You might be a “Stop-Short.” These are people who mistake discomfort for impossibility. You may have tried a difficult task in the past, hit the first speed bump (awkwardness, confusion, or a rude prospect), and immediately stopped. You convinced yourself you weren’t capable, when in fact, you just stopped before you gave yourself a fair chance to learn.
Reality check: What is actually “too hard” for business development success?
Now, let’s be clear. I am not saying everything is possible. You have to know the difference between “Hard” and “Delusional.”
There are some things that belong in your “No / Don’t Bother” pile:
- Selling heavy winter parkas to people living in Miami.
- Trying to close a $1,000,000 enterprise deal on the first cold call.
- Trying to sell “Compliance Software” to CEOs using TikTok dance videos.
These defy the laws of physics, economics, common sense or social awareness. These truly belong in the “No” pile.
But…
- Learning a new CRM?
- Refining your scripts?
- Booking more first meetings?
- Writing a book to build authority?
These are not impossible. They are just difficult today. And there is a massive difference.
The cost of the “too hard” pile: Self sabotage in sales
When you confuse “Difficult” with “Impossible,” you pay a high price.
- It becomes a graveyard for your potential. This is where you will find your regrets. How often have you had an idea, stayed silent because it seemed “too hard” to execute or fearful of a negative reaction, and later watched someone else do it and get the applause?
- You choose obsolescence. Real growth only comes from the “Too Hard” pile. If you limit yourself to the “Easy” pile (the things you can already do), you will never get smarter, stronger, or more resilient. In business, if you aren’t growing, you are dying.
- You leave money on the table. When you limit yourself to what works quickly, you deny yourself the sustained, higher-level success that comes from mastering complex skills. You are cheating yourself out of the career you could have had.
How to rescue your goals: Applying a growth mindset in sales
It is time to take a second look at your “Too Hard” pile and re-sort it.
Step 1: Relabel “too hard” to “assembly required”
Adopt a dynamic view. Carol Dweck, author of Mindset, calls this the power of “Not Yet.” I like to call it the “Assembly Required” pile. You have the raw materials (your brain and drive); you just need to read the instructions and put the pieces together. Reframing the task from “Impossible” to “Assembly Required” changes your brain’s reaction from fear to problem-solving. This is the core of sales motivation.
Step 2: Define the first step (clear the fog)
We often label things “Too Hard” because the goal is too big. You don’t need to see all the steps to success; you just need to see the first steps. Deconstruct the “impossible” task. You can’t “Double your sales.” That’s too big. But you can “Make 5 extra calls a day,” or “Improve the quality of the prospect pool you are calling.”
Step 3: Redefine failure as data
First attempts that don’t work perfectly are not failures. They are data points. No one is as good on Day 1 as they are on Day 90. Imperfect initial attempts are the necessary prerequisites for improvement. If you stumble, you haven’t hit a wall; you’ve just found something that needs improvement.
Step 4: Identify your fear
Ask yourself: “Is this really too hard, or is it just uncomfortable?” Are you afraid of the work, or are you afraid of being judged by others? (Pro tip: If you are worried about being judged by mediocre performers, you are worried about the wrong thing.) Overcoming limiting beliefs requires you to separate actual inability from simple discomfort.
The choice is yours: A growth mindset for sales or self-limiting beliefs?
Prematurely putting doable goals into the “Too Hard” pile is self-defeating behavior.
Things that require learning, practice, coaching, or a little help along the way are not “Too Hard.” They require a different mindset and expectations.
Go to your mental filing cabinet. Reevaluate the goals in the “Too Hard” bin. Relabel some as “Assembly Required.”
And then, get to work.
