One of my favorite books is “The Obstacle Is the Way” by Ryan Holiday. It features a quote from the Roman general Marcus Aurelius that has stuck with me: “The impediment to action advances action. What stands in the way becomes the way.” This statement has become a personal mantra that I often share with others to help them turn adversity into advantage.

One of my first instances of unknowingly embracing this mindset happened back in college during my fraternity days, and it's guided me through challenges ever since.

In this issue, I share that story along with:

• 3 ways to turn obstacles you face into advantages you can leverage

• A little science on how embracing obstacles can lead to better outcomes

• A killer video by special forces legend Jock Willink and the mantra he uses for tough situations

May the obstacle be with you,
LG

LG's College Story: Trading Booze for Jolts

In the fall semester of my sophomore year at college, I faced a challenge that I did not expect as a bright-eyed, bushy-tailed newly minted fraternity member. As the newly elected Rush Chairman for my fraternity, I was responsible for recruiting new members—a task that had always relied heavily on alcohol-fueled parties as the social lubricant. However, the university had just implemented a "dry rush" policy, banning alcohol from all recruitment events.

This news hit our fraternity like a ton of bricks. We were known as the top house on campus, dominating everything from academics to sports, and our parties were legendary. The thought of recruiting without our primary social lubricant left many of my brothers feeling defeated before we even began.

As I tried to figure out what to do, I recalled a new cola called Jolt that had recently hit the market. Its tagline, "All the sugar and twice the caffeine," seemed perfect for our target audience of energetic college students looking for a good time (this was before energy drinks had hit the market).

Hence, I reached out to the local Jolt beverage representative and pitched the idea of sponsoring our party. To my surprise, they agreed, offering us a pickup truck full of Jolt cola as well as a bunch of promo materials. We decorated the fraternity house with Jolt banners and set up stations where potential pledges could sample different Jolt-based shots & mocktails.

The night of the party arrived, our house quickly filled with curious students, drawn in by the novelty of our Jolt-themed event. The caffeine buzz kept everyone alert and engaged, leading to a heightened sense conversations and connections that made for great social interactions that resonated with the kind of quality candidates we were hoping to attract.

By the end of rush week, we had extended bids to 31 exceptional candidates, and 30 accepted - one of the most successful recruitment classes in our fraternity's history and one that blew away the other fraternities' acceptance rates. The Jolt rush party had not only saved our recruitment efforts but had brought in a fine group of young men. What initially seemed like an insurmountable obstacle had become a defining moment for our fraternity, setting us apart from the competition and attracting members who were looking to join the best.

Storytelling Lessons: Learn to Love Obstacles

As founders, we face situations that seem insurmountable all the time. What you want to do as founders and learn how challenges can become powerful catalysts for innovation and differentiation. 

Here are 3 ways to leverage obstacles that not only help build the business, they become fodder for good stories:

1. Fall in Love with Your Obstacles:
   Learn to embrace and even cherish the challenges you face. Each obstacle is a hidden opportunity for growth, learning, and differentiation. By fully committing to this mindset, you'll not only become more resilient but also discover innovative solutions that can set your business apart.

   Tip: Regularly reflect on past obstacles and identify the specific ways they've improved your business or personal growth. This practice will reinforce a positive attitude towards future challenges and help you approach them with enthusiasm rather than dread.

    

2. Embrace Constraints as Catalysts for Creativity:
   When faced with limitations, resist the urge to view them as roadblocks. Instead, see them as invitations to innovate. Constraints often force us to think more creatively and can lead to solutions we might never have considered otherwise. In the startup world, limited resources or strict regulations can spark ingenious workarounds that become unique selling points.

   Here’s a crazy idea to promote this idea: celebrate "failures". Every time something bad happens, embrace it as an opportunity to get better, learn, and go to the next level (Check out Jocko’s clip in “Video to Watch” section to see how a special forces leaders teaches this concept.). 

    

3. Turn Unique Challenges into Points of Differentiation:
   Every obstacle you overcome has the potential to become a compelling part of your brand story. The specific challenges you face and how you address them can set you apart in a crowded market. These experiences often resonate with customers and investors, showcasing your resilience and problem-solving abilities.

   One thing you can do is keep a "challenge journal" or milestone spreadsheet documenting the obstacles you've overcome. Reflect on these regularly to identify unique aspects of your journey that can be woven into your brand narrative.

Remember this - our ability to navigate and leverage challenges often becomes one of your greatest competitive advantages. Embrace the obstacles and turn them into stepping stones for success.

Fun Fact: Obstacles Build Grit

Obstacles are good for us founders. A study in Psychology Today found that employees who saw stress as a challenge rather than a threat boosted their productivity by 23% and were 31% more likely to take on tough tasks. In addition, Research in Frontiers in Psychology shows that grit - that's passion and perseverance - is a game-changer for success. Students with high grit levels crushed it academically, even when facing hurdles. 

Video to Watch: Something bad happen? Good!

If you're ready to reframe your perspective on adversity and unlock your potential for growth, watch this video "GOOD" by Jocko Willink. "GOOD" Willink is a powerful, no-nonsense video that flips the script on adversity. In just a few minutes, Jocko demonstrates how to transform every setback into a stepping stone for growth and improvement.

His habit of responding "Good" to bad news isn't just a quirk—it's a mindset that turns obstacles into opportunities.

Have questions or feedback? We'd love to hear. Just reply back to this message and someone from the SOFE team will respond.

SOFE Issue #013- Turning Obstacles Into Game-Changing Opportunities 

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