Why Pain Is Actually A Good Thing For Your Company
What if your business could have 100x result? And the secret was to stop chasing pleasure like the prize and avoiding pain like the plague.
We live in an age of instant gratification. If the Amazon package can’t deliver in two days, we won’t buy it. If the first five seconds of a video don’t interest us, we won’t watch it. If a meal can’t be microwaved, we’ll choose something else.
In that same mindset, many companies focus only on the money, rewards, and benefits — missing the true purpose of business: to serve people by solving their problems. They chase the sale before they ever consider whether the person actually needs what they’re selling.
But business doesn’t operate on instant gratification. It runs on delayed gratification — the process of building your brand identity, systems, and products. It’s much more like a farmer sowing seed than a get-rich-quick scheme.
The difference? One has a lottery mentality, hoping for a big break. The other has a foundations mentality, building deep roots to sustain the breakthrough when it comes.
Pain is the catalyst, not the disruption
Pain isn’t the reason you’re not growing — it’s the very thing that will help you grow.
In Matthew 13, we’re told the parable of the sower:
“A sower went out to sow. As he sowed, some seed fell by the wayside; and the birds came and devoured them.
Some fell on stony places, where they did not have much earth; and they immediately sprang up because they had no depth of earth.
But when the sun was up they were scorched, and because they had no root they withered away.
And some fell among thorns, and the thorns sprang up and choked them.
But others fell on good ground and yielded a crop: some a hundredfold, some sixty, some thirty.
He who has ears to hear, let him hear!”
Every business wants that hundredfold return. But to get there, we must ask: what kind of soil are we sowing into?
Imagine your “seed” is your way of doing business. Four results can happen:
Falling by the wayside – If distractions consume your time, you’ll miss the crucial actions that lead to results. Stay focused on the vision.
Scorched on stony ground – A great idea will always be tested by the marketplace. Without structure, systems, and a solid team, your business can collapse under pressure.
Choked by thorns – Don’t let the deceitfulness of riches pull you into contracts or partnerships that compromise your values. It will cost you everything in the end.
Sown in good soil – These are the businesses that focus on foundations before scaling — building the right team, systems, and processes to steward the increase God wants to bring.
The hidden work beneath the surface
Now, you might be asking, “What does this have to do with pain?”
Everything.
When the seed goes into the soil, what does it see? Nothing.
It’s dark. It’s quiet. It feels like nothing’s happening.
Maybe your business feels that way right now. You’re not sure what decision to make, what product to create, or how to find the right people. The pain you feel is actually an invitation to grow — to die to old ways of thinking, habits, and choices that are blocking your breakthrough.
Jesus said in John 12:24,
“Unless a grain of wheat falls into the ground and dies, it remains alone; but if it dies, it produces much grain.”
Before you can go up, you must first go down. The deeper the foundation, the higher you can build.
Most companies fail because they focus on going high, not deep. Their eyes are on making the sale, not transforming the customer. But lasting growth happens underground — in the systems, values, and processes that no one sees.
Pain builds trust and transformation
From the farmer’s perspective, he waters the seed faithfully day after day, seeing no growth at first. If discouragement sets in, he might stop nurturing it altogether — killing what could have been a fruitful harvest.
That’s the danger of the instant gratification mindset. You might be so focused on visible results that you abandon what God’s growing beneath the surface.
While the farmer can’t see the growth above ground, the seed is developing roots below. As Myron Golden says:
“Let the work you do work on you until you can become the person whom the work can work for.”
Your roots are the systems, infrastructure, and values that allow you to create consistent customer transformation.
Pain is not a punishment — it’s a signal.
It reveals what’s lacking. If customers keep complaining about delivery delays, that pain is showing you exactly where to grow: improve your fulfillment and exceed expectations next time.
Pain builds trust. When people know you’ve experienced what they’re going through — and overcame it through your product or service — they believe it can work for them too.
Shift your focus: from your pain to your customer’s
Stop seeing pain as frustration and start seeing it as the catalyst for multiplication.
And don’t just focus on your company’s pain — focus on your customer’s pain.
Instead of chasing instant gratification for your business, aim for instant gratification for your customer.
Ask: How can I make their experience better?
When you focus on solving their pain — not just selling your product — you’re sowing into good soil that will yield long-term fruit. Through diligence, discipline, and consistency, you’ll build the structures needed to sustain success.
Show them, don’t tell them
You might be wondering, “How can I show my audience that I can solve their pain?”
There are plenty of tactics: share your own transformation story, highlight customer testimonials, or offer a money-back guarantee.
But the most powerful way to build trust is simple: show them — don’t tell them.
People don’t buy because of what they hear; they buy because of what they feel.
That’s why film is so powerful. We don’t watch movies for information — we watch them for emotion, for story, for transformation.
So why not bring that same storytelling into your marketing?
By turning your audience’s pain points into a short film, you’re giving people what they already love to watch: a story that moves them. We call this a Brand Film — a cinematic experience that showcases your brand’s story, your product, or your customer’s transformation in a way that feels more like a movie than an ad.
Want to know what movie genre your business would be?
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