Why I Choose Hard Things First… And Why You Should Too

Most people wait until life gets hard to figure out how to deal with it. Find out why Advance Co-Founder, Jackson doesn't like those odds. 

At Advance, we talk a lot about performance - physical, mental, emotional. But here’s the truth: performance isn’t just built in the gym or in your work. It’s built in your habits. And some of the most powerful habits are the uncomfortable ones.

I start most mornings with something hard. Cold plunge. Barefoot walk when it’s still freezing outside. Not because I like punishment but because I like clarity. I like the sharpness that follows. Because when you’ve already chosen to step into discomfort, the rest of your day feels easy.

Doing hard things builds a quiet kind of confidence. You get to know your inner voice, the one that tells you to quit, complain, coast. And the more you meet it, the better you get at shutting it down.

It’s also simple psychology. When you voluntarily put yourself in tough situations ones that ultimately benefit your health, resilience, or mindset, you train your nervous system to stay calm under pressure. That’s not just useful… it’s necessary.

Whether it’s an ice bath, a heavy lift, or a tech-free Sunday choose to do the hard thing. Every time you do, you’re preparing for the curveballs life will throw at you.

And here’s the twist: it actually makes you happier. Healthier. More in control.

Not because hard is the goal. But because discipline is the gateway.

Do hard things. Then do them again.
You’ll be ready for anything. 

– Jackson
Co-Founder, ADVANCE