In a world increasingly dominated by convenience and instant gratification, it's easy to forget a fundamental truth about human nature: we thrive when we are challenged. The desire to overcome obstacles, grow beyond our comfort zone and achieve something meaningful is deeply embedded in our DNA. Yet modern life often shields us from the very discomfort that drives our growth. From same-day delivery to entertainment on demand, the ease of life has become both a blessing and a silent adversary to our unfolding.
But therein lies the paradox: as life gets easier and easier, people are increasingly looking for activities that make them sweat, push themselves and struggle. Tough Mudders, Spartan Races, ultramarathons and even retreats in the dark - these are just some of the ways people are intentionally reintroducing challenges into their lives. And why? Because these experiences hold something profound: the joy of growth through adversity.
But be careful: we don't have to resort to these extreme examples. Just think of the increase in tourism in many areas despite the economic crisis, the success of the gaming industry - which interestingly coincides with the core of human nature - or the growing markets for hobbies. All of this reveals a deeper truth: people crave engagement, challenge and the fulfillment of meaningful activity.
A world that is too comfortable
Consider the phenomenon of "suffering as a service," a term that describes the increase in experiences designed to challenge us and make us uncomfortable.Today's life is centered on convenience. You need food? Tap on an app. Bored? Scroll endlessly. And yet this convenience makes us miss the longing for those unadulterated, unpurified moments when we feel alive. When every challenge is outsourced or automated, life can feel hollow.
This is why people volunteer for grueling races or live in the wilderness for weeks at a time. The challenge forces them into the present moment, removes the distractions and leaves only the essentials: survival, concentration and the feeling of having achieved something.
The "almost there" effect
One of the most powerful motivators for people is the "near-goal effect" - the tantalizing feeling of being on the verge of success. I have already written about it here or talked about it in the podcast. This phenomenon is why we keep playing a video game when we've almost finished it, or why we persevere with an exercise program when we start to see results.
The concept is fundamental to the idea of non-Skinnerian gamification, where the goal is not to manipulate behavior through rewards, but to make the journey intrinsically engaging.
Unlike traditional gamification, which relies on extrinsic rewards such as points and badges, non-Skinnerian gamification taps into deeper psychological factors. It's about creating experiences where the challenge itself becomes the reward. When activities are designed to be just difficult enough to challenge us but not break us, they become inherently motivating. The journey unfolds before us, shaped by our choices, our perseverance and our growth.
The rediscovery of the hobbyist ethos
In many ways, the concept of "almost there" reflects the ethos of early hobbyists and creatives. In the early days of the internet, there was a strong spirit of exploration and discovery. People built quirky, imperfect websites or software simply because they wanted to see if they could.
Die Freude lag auf der Reise, nicht auf dem Endprodukt. Mit zunehmender Vertrautheit und der Formalisierung von Standards verblasste ein Teil dieses Entdeckergeistes.
If you know something too well, it can ruin the thrill of discovery.
For designers and creatives, the lesson here is clear: to reignite motivation and engagement, we need to embrace the unknown. Whether it's learning a new skill, solving a complex problem or venturing into uncharted territory, the act of exploration - and the inevitable challenges that come with it - keeps us energized and curious.
The magic beyond the comfort zone
The realization that true magic happens outside of our comfort zone is an important one. The comfort zone represents safety and predictability, but it is the space that allows us to grow. As one speaker aptly put it: "Your comfort zone and the area where the magic happens - these two Venn diagrams don't overlap.
When we feel uncomfortable, we are forced to adapt. Whether we are living in a tent in the Zambian wilderness or learning to navigate a new culture, these moments force us to develop resilience, creativity and empathy. Discomfort is not an obstacle to joy, but the catalyst for it.
Design for growth and engagement
For anyone trying to create meaningful experiences for others - whether through products, services or environments - this is a profound realization. If we want to appeal to people's intrinsic desires, we must resist the urge to make everything easy. Focus on that instead:
- Introduce balanced challenges: Design activities that are difficult enough to challenge participants, but can be accomplished with some effort. This balance promotes a sense of accomplishment.
- Emphasize progress: Recognize the (small) progress. It is the moments when you are "almost there" that encourage perseverance.
- Unfolding journeys: Allow experiences to evolve over time, shaped by participants' choices and growth. This reflects the non-Skinnerian gamification approach, where the journey itself becomes the reward.
- Encourage exploration: Leave room for discovery. If people feel like pioneers - even if only on a small scale - their commitment will be even greater.
Experiences as the true currency
At its core, the pursuit of challenges and growth goes back to a fundamental question: What makes life meaningful?
"If there is one true currency in the world, it is experience.
Money, convenience and status may provide comfort, but it's the memories of overcoming adversity, connecting with others and discovering the world that truly enrich our lives.
When designing experiences - whether for personal development, customer loyalty or team development - we should embrace the discomfort that leads to growth. Let's create opportunities that challenge, engage and inspire. Because ultimately, it's the journey - not the destination - that makes us who we are.
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