"We can embrace the pain of hitting the gym for 30 minutes a day to avoid the suffering of aches and pains of a sedentary lifestyle. We can embrace the pain of the fit. Our kids are sure to throw by taking away their mobile devices at the dinner table to avoid the suffering of years of lost, meaningful connection and conversation that we'll never get back.

We can embrace the pain of a difficult conversation with our spouse. To avoid the suffering of a Loveless marriage that might end up in divorce or ultimately being stuck in a marriage when divorce is really what we want. 

We can also, as business owners, fire our top salesperson, who's the greatest top line contributor in our business to avoid the suffering of stagnant growth and losing all of our other top talent, because they're the biggest cancer in our culture. You see the reality of it is it's like this applies to everything in our life. But we are so conditioned to avoid those moments of pain, to avoid those moments of discomfort. And I believe that we all must choose our pain or our suffering will choose us."