When’s the last time you genuinely stepped outside your comfort zone?

I don’t mean when you tried the new seasonal latte at Starbucks. I mean professionally. In your practice. In how you show up for clients. In how you grow your business and lead your team.

Over the last couple of months, I’ve spent a great deal of time talking to advisors on Zoom, by phone, over coffee, and, yes, occasionally over something stronger. I also read the constant flow of posts on LinkedIn (from advisors and entrepreneurs), as well as from the financial press. It all starts to paint a picture. And the picture I keep coming back to is this:

When’s the last time you, as an advisor, tried something new?

Because let’s be honest—most of us say we want to grow, innovate, evolve… but very few of us actually do the uncomfortable work of changing anything.

The Perception of Risk vs. the Reality of Risk

Risk is always the boogeyman in the corner.

• “What if we do something new and it fails?”
• “What if compliance pushes back?”
• “What if the market makes us look bad?”
• “What if the room is empty?”
• “What if clients don’t respond the way we hope?”

Sure. All valid fears.  But let’s get real:

The far bigger risk is doing nothing.

If your marketing strategy hasn’t evolved in 10 years… that’s risk.  If your client experience looks exactly the same as it did before the COVID shutdown… that’s risk. If your business is still driven entirely by referrals… that’s risk.

And let’s not confuse “taking risks” with “blowing up your business.” I’m not advocating recklessness. I’m talking about potentially stepping out of familiar patterns.

Maybe you’ve always relied on referrals. When’s the last time you hosted a small, meaningful client event?
Maybe you’ve run seminars for years. Why not pilot a short-form video series or host a niche-focused podcast?
Maybe you’ve thought about writing a book.  What if you outlined the first chapter this month?

Yes, Technology Counts Here Too

Let’s talk AI for a second.  I love where fintech is going. But I also see how many advisors are sitting on the sidelines waiting for it to be “proven.”

Here’s the uncomfortable truth:

Once it’s “proven” … it’s too late.  The early adopters already captured the upside.

I can’t tell you how many meetings I’ve been in where AI-powered note-taking caught nuances. Not because I wasn’t paying attention, but because I’m human. And humans miss things.

And yes, compliance might not love call recording, so turn recording off.
But using AI to summarize notes into your CRM? To scan your book for opportunities? To surface upcoming client needs before the client even asks?

That’s not risky.
I believe, that’s smart.

The Money You “Waste” Trying Something New Is Likely an Investment

Let’s talk about failure for a second.

What if you host a marketing event and only four people show up?
So what. You tried something different. Learn, adjust, try again.

What if you invest 10 hours integrating new tech and it isn’t perfect?
So what. You’re building the muscle of adaptation.

What if you spend extra time writing a handwritten card, picking up the phone on a Saturday, sending a thoughtful gift, and it doesn’t immediately “generate ROI”?
So what. You deepened a relationship. Those are the seeds that bloom later.

Sometimes the easy route leads to the boring route… which leads to no growth at all.

Stepping out of your comfort zone?
That’s where the breakthroughs happen.

And for some of you… stepping out of your comfort zone might mean partnership

When’s the last time you seriously looked at partnering with another firm?
Or doing a valuation to understand where you truly are? Or exploring ways to build scale so you can actually enjoy your client work again?

We call it scale with soul for a reason.

This isn’t about giving up your identity or selling out.
It’s about clearing the noise off your desk so you can focus on what actually matters—relationships, planning, leadership, and growth.

Top-line growth is great.
But bottom-line efficiency?
That’s often where real freedom is found.

So… if today were the day you stepped outside your comfort zone—what’s the first step you’d take?

It doesn’t need to be dramatic. It just needs to be deliberate.

This week, choose one thing you’ve been thinking about but haven’t acted on.

Then… take the step. Your future self—and your future business—will thank you.