As you read this I’ve just started another two-day retreat. A client and me. Offsite. No structure. No agenda. No phones. Just being with whatever arises.

I learn as much from these as my clients do.

Mostly I learn what I instinctively do to make myself more comfortable.

Speaking to fill the silence.

Teaching to justify the fee.

Believing my client’s story that there’s a right path and a wrong one.

I’m writing this the day before we start, as a reminder that I don’t have to do any of it. I can just be in the space and enjoy it — and notice what shows up when either of us falls out of it.

Trying to predict a future we obviously can’t predict.

Defending an identity that nobody else is attacking.

Feeling a weight that, when you actually look at it, turns out to be made of the same stuff as the identity it’s attached to.

What we walk out with isn’t a plan. It’s the felt sense that this whole thing gets lighter the moment we stop believing we can grind, work, and think our way to certainty before taking a single step.

How boring would that be?

I’ll be writing more about the actual retreat later this week on Substack—

https://substack.com/@jeffmunn

There’s a task you’ve been avoiding.

You know the one. It’s been on the list for weeks. Maybe months. It isn’t complicated. You could probably knock it out in an afternoon. And yet every day you look at it, feel something tighten, and quietly slide it to tomorrow.

Here’s what I’ve learned — from thirty years inside high-performance rooms, and ten more coaching the people who run them:

The task isn’t hard.

I know it feels hard. But look closely. Sending an email isn’t hard. Making a call isn’t hard. Raising your price, writing the post, having the conversation — none of it is actually difficult.

What’s hard is what you’re making it mean.

Because underneath the task, there’s a story. If I send this and they say no, it means I was never as good as I let people believe. If I charge that, who do I think I am. If this fails, they’ll laugh. If this actually works, I can’t hide anymore — I’ll have to keep performing.

That’s the weight. Not the task. The meaning.

We’ve got a lot of names for that weight. Fear. Procrastination. Resistance. And the advice is always the same: push through it. Grind. Be more disciplined. Eat the frog.

I think that’s exactly wrong.

You can’t push through these, because there’s nothing there to push. It’s not a wall. It’s a story — a meaning you invented about what doing this would say about you. And you cannot out-discipline a story. You can only see it.

The moment you actually see that the weight is something you’re adding — that the task itself is weightless, and the heaviness is a meaning you’re generating — it loosens. You don’t have to fight it. You just have to see it’s not real.

And then the thing you’ve circled for six months takes twenty minutes.

I watch this happen with founders constantly. Two come to mind in just the last week. Someone sits across from me carrying a decision like it’s a boulder they’ve been pushing for months. Sometimes years. We don’t talk about the decision. We look at what they’re making it mean. And somewhere in that looking, the boulder turns to papier-mâché. They laugh. They’re a little embarrassed. And then they just… do it.

Nothing about the task changed. They just stopped adding the weight.

So here’s the invitation this week. Take the thing you’ve been avoiding. Before you try to force yourself, to push through and do it anyway, ask a different question:

What am I making this mean?

Not “how do I get myself to do this” — that keeps you in the fight. Just this:

What am I afraid this says about me?

See the meaning clearly. Notice you made it up. And watch how much lighter the task gets once you stop carrying a story that was never true.

It’s not hard.

What’s hard is what you’re making it mean.

But what about the “do hard things” crowd? Do the marathon, the powerlifting, the mixed martial arts? Those things are actually hard…aren’t they?

To a point. And the question is to what extent one type of hard helps with another. This is deeper than it looks, and I’ll be digging into it in Substack later this week.

https://substack.com/@jeffmunn

#PickNow

Success is often boring.

I was on a golf trip this past weekend with three friends from law school.

I typically golf only on this trip.

I hit some really good shots. I also hit a lot of bad shots. I even missed the ball a few times.

I watched the final round of the British Open on my way home.

One thing I have noticed about golf is that the bad shots do not go away. The bad shots get less bad. The bad shots get more less-bad than the good shots get better.

And that process takes way more time than people think it does.

In golf and in life, doing the same thing well repeatedly is the game.

Sure, the highlights focus on the spectacularly good and the spectacularly bad. But most of the game is played in the boring excellent middle.

The hundreds of short passes that Spain executed to keep the ball away from Argentina in the World Cup Final.

The irons to the middle of the green. The three foot lag putts. The up and down from trouble.

The fundraising pitches and the motivational conversations that you sometimes have to do hundreds of times.

It takes years of work.

And it’s the ability to do those things, over and over again, without thinking about them, that makes the difference.

Sure, I can hit a good drive. But my average drive isn’t very good at all. And if I’m honest I think it’s better than it really is. (Or at least it should be better.)

I’ve run into a lot of people who think mastery comes from doing something really well once. When mastery really comes from improving your average over thousand of repetitions.

Where are you not as good as you think you are? And what would more reps do for you?

Want to dive in deeper? I’ll be writing about performing when it counts when I expand on this piece for Substack.

https://substack.com/@jeffmunn

I work with founders, business owners, and CEOs for a year at a time. It’s a six-figure investment, and more than half renew.

More than one has called the work “priceless.”

We do a lot less than you’d think.

Every relationship starts with a two-day retreat. I began doing these a few years ago, and frankly, I had no idea what I was doing.

In theory, I got it. Space. Reflection. Room to think.

But instinctively, I started teaching. To add value. Show how clever I was. Prove I was worth the fee.

Over time I saw how wrong that was. And how little I need to do instead.

Here’s what a dozen retreats — 1:1 and group — have taught me.

Your Insight Beats My Information

I can tell you things. Stories, frameworks, methodologies. And I do. But it has humbled me how often a client stops me mid-sentence because they’re chasing something of their own. An insight in the making.

That insight is the whole point. The less I teach, the more room there is for it. More and more, I just point a client back to their own capacity to know.

Sometimes I don’t even have to do that.

The Work is in the Silence

We talk plenty over two days. But we also fall into silence, and I’ve learned to enjoy what can arise there.

I once had a four-hour lunch with a client. Much of it was him staring out the window, shaking his head, chuckling.

“I’m going to have so much more time.”

He’d seen how much he was doing that he didn’t need to do — thinking eight moves ahead when reality wouldn’t warrant one. I didn’t add a thing. I just enjoyed watching him see it. (And that insight was as true for me as it was for him.)

Less is More (And It’s the Hardest Part)

Slowing down is the hardest thing for most founders. They live in maximize mode: doing, fixing, making sure nothing slips. The adrenaline creates a kind of productivity myopia — a constant fear that something will get missed. I can see the withdrawal start when I tell them we’re going to do as little as possible for two days. No agenda. No structure. Yes, we’ll talk. Yes, things will surface. But my one job for those two days is this:

Can I understand my client’s world?

If we can slow down enough to see how they are creating the world, we can see the assumptions, rules, and truths that got them here.

And we can see what’s in the way of whatever’s next.

Want to go deeper?

Unpack more of the how and why in my weekly Substack — https://substack.com/@jeffmunn