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Many people over the years have used variations of the quote “get comfortable being uncomfortable.” This rhetorical phrase is often used as a prerequisite for success amid change. Evolving technology, shifting priorities, new business models, and changing customer expectations don’t sit well with people who have made their bones on tried-and-true methodologies – or are comfortable with what they do and how they do it.

“Get comfortable being uncomfortable” is taking on new meaning in light of the war in Ukraine and the prospects of potential escalation. Before the Russian invasion on February 25, few people thought about the prospects of a major regional or world war breaking out. As such, they didn’t consider the consequences up and down the scale.

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