There was more than one moment in the depths of the pandemic that the decision to open a small town bookstore seemed like the absolute worst idea in the world—a monument to arrogance and self-indulgence. At first we couldn’t open. Then we didn’t feel right opening. Then a freak storm (and political incompetence) shut down the power grid, leading to burst pipes and a busted roof. Then books were unavailable due to a global logistics crisis.

In between all this, there were new variants and sick employees. Expensive new air conditioning units. Online attacks from political extremists and trying to raise two young children.

It was, you might say, one damn thing after another.

I don’t know what my wife and I expected the experience to be when we first conceived of opening our store, The Painted Porch, back in the fall 2019, but I’m not sure we could have predicted this. Nor do I imagine we would have proceeded had we had any such inkling.

During one of these many dark nights of the soul, I turned back, as I often do, to Stoicism, the philosophy that I am lucky enough to write about. As it happens, there was plenty to find parallels to. In 160AD, Rome was hit by a horrible plague. The “Antonine Plague” would kill somewhere between 10 and 18 million people. No one knew what caused the awful disease, or what had brought it on. But it quickly overwhelmed the country—bodies piled up in the streets, the economy was devastated, civic institutions crumbled.

One ancient historian, Cassisus Dio, would write that Rome’s emperor Marcus Aurelius “did not have the good fortune that he deserved…and for almost his whole reign was involved in a series of troubles.” It’s almost incomprehensible and impossible to compare to…and yet not all that different than how life goes for the rest of us: one damn thing after another.

Yet Dio would write that these events made Marcus Aurelius, that he “admired him all the more for this very reason, that amid unusual and extraordinary difficulties he both survived himself and preserved the empire.”

I’ve always wanted to do that, people will say when they hear you’ve opened a bookstore, not unlike the way we fantasize about being president or famous or achieving some other lofty thing. Of course, they’re not thinking about how hard these things are, why so few are able to do them well—what they take out of a person, what they expose you to.

Dreams are great. They are also burdens, crucibles that can feel at times like nightmares.

Life is rarely easy, nor is doing the things you feel called to do. But it is in the struggle, in what Longfellow called the “world’s broad field of battle,” that we decide who we are, that we become who we are capable of being.

Or we don’t.

If everything went as planned, if loving books and culture was enough, well, I suspect every small town would have a thriving bookshop and every author would make not only enough to get by, but to have a lovely cottage too. My years in publishing and in business have let me know that this is not the case.

No, every small business, every book, is a struggle. It’s a struggle against your desire to procrastinate, a struggle against your doubts, a struggle against the obstacles of the industry and the market, a struggle against other people’s doubts too. And then you put your thing out in the world and it’s a struggle against indifferent and a vicious street fight for attention.

Few of us—few ideas—make it out alive.

Some lament this. Some embrace it.

At one point in Meditations, Marcus Aurelius would lament all that had happened to him. It’s unfortunate that this happened. Then he catches himself and decides no, in fact, it’s fortunate. Because this is what he trained for. Because this is a challenge he could rise to.

One of the first things people want to know is how the bookstore is doing, whether it’s a success. I like to say that first, my wife and I are still together, so yes, that’s a big win. We survived. We kept ourselves together despite it all.

Aside from sales—which have been strong—and the community that’s formed around the shop—which has been rewarding—the metric I am most proud of is a bit harder to measure and considerably less binary. I am a better writer, for having gone through the wringer. I am a better neighbor and citizen—I think—for having been made to think about all sorts of things I was blissfully unaware of before. I am a better member of my industry, having had the opportunity to support and advocate for all sorts of different writers and books.

Zeno, the founder of Stoicism, happened to realize this first hand. Losing everything when his convoy of ships sank offshore, he washed up in Athens, penniless and directionless. He ended up in a small bookstore where he heard a discussion of Socrates. “Where can I find a man like that?” he asked the bookseller. So began his journey into philosophy and so began the twenty five hundred year journey of a philosophy that remains relevant to this day. “I made a great fortune,” he would later joke, “when I suffered a shipwreck.”

Opening a bookstore during a pandemic has been beyond difficult.

But that’s a good thing because difficult things are good for you.

It’s fortunate that it happened to us, I would say. First off, that we were not retirees who put our nest egg into what we thought would be a fun, low key project. Instead, we’re energetic and (for now) well-off young people with the time and the resources. It’s also fortunate because it was an opportunity to put the ideas that I have long written about into practice. Besides, if I had to choose between Rome during the Antonine Plague and Texas during COVID, I’d choose my fate any day.

Yet I’d also choose my fate over not having been challenged the way these last few years have challenged me.

Because I would not be the person I am today without it.

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In 1956 Harry Belafonte placed a call to Coretta Scott King. With her husband arrested once again, he wanted to check in with her and see how she was doing and what the movement might need. Except they could barely carry on a conversation, because Coretta kept being pulled away from the phone to attend to one of the children, to check on dinner, to answer the door.

Sensing she was doing this—and far too much at that—all alone, Belafonte politely asked why the Kings did not have any help at home. Well, she told him, Martin simply would not permit it. Not only because it was financially prohibitive on a minister’s salary, but also because he was worried what others might think. That he was self-important, enriching himself at the expense of the cause, living the high life while millions of blacks suffered.

“That is absolutely ridiculous,” Belafonte replied. “He’s here in the middle of this movement doing all of these things, and he’s going to get caught up in what people are going to think if he has somebody helping you?” Then he informed Ms. King that from this moment forward, their life was changing. He was going to personally pay for staff—and that Martin had absolutely no say in the matter.

This wasn’t just a nice gesture to an overworked family. It was also a strategic move. What Belafonte was buying Martin and Coretta was time. It was peace of mind. He understood that with this help, they would have more energy, more focus for the cause. The last thing he wanted Martin to be thinking about as he marched for peace and justice was whether his kids had a ride home from school.

It takes discipline not to insist on doing everything yourself. Especially when you know how to do them well. Especially when you have high standards about how they should be done. Even if you enjoy doing them—whether that’s mowing your own lawn or answering your own phone.

A glutton isn’t just someone who eats or drinks too much. Some of us are also gluttons for punishment. Gluttons for attention. Gluttons for control. It can come from a good place, as it did for Martin Luther King Jr. We feel obligated. We feel bad spending money. We feel guilty asking for help. It doesn’t matter the source though, because the outcome is the same: We wear ourselves down.

You have to be able to pass the ball…especially when somebody is open and has a better shot.

I was fortunate to learn this early in my career. One of my first jobs as a writer was as a research assistant to Robert Greene, who not only trained and showed me how the writing process works, but taught me an even more important part in the process: That even someone great and talented and self-sufficient doesn’t do it all by himself (this is also in The 48 Laws of Power, expressed more ominously as “Let others do all the work, take all the credit”).

When I started having some success as a writer myself, one of the first things I did was hire a research assistant. I have been quite open and up front about this (my current researcher is Billy Oppenheimer—he has a great newsletter you can subscribe to) and yet still people ask how do you put out so much content? How do you juggle it all? How do you do it all?

The answer is, I don’t. I have a team. Just in the way that I don’t do the international edition of my books, I have people who help translate what I’ve done into different mediums. This article itself is an example. I tell the Belafonte story in Discipline is Destiny, I’ve written about hiring help in Daily Dad emails (which you can sign up for here), and I’ve talked about my team on podcasts. So my research assistant gathered all of those pieces, strung them together, which allowed me to spend my time polishing and tweaking it before I put it out in the world.

Yes, cumulatively, it has become quite expensive to pay for help (literally hundreds of thousands of dollars a year at this point). But the true cost would be the quality and quantity of content I couldn’t have created, the time I wouldn’t have had with my family, the energy I wouldn’t still have to do what I do.

While this all might sound a little privileged, I am not saying “Oh everyone should have an enormous team behind them”—though in a fair world that would be great. If you can’t afford to hire someone, the good news is there is a much cheaper option, something that successful and busy people also do. It’s called: Automation.

Some people hire an accountant or a financial advisor to handle their retirement and savings accounts. Just as easily, you can use the automation features in something like Wealthfront. Some people have a personal assistant manage tasks for their business or social media for them. Just as easily, you can use software like Buffer or IFTTT to automate routine tasks for you. Some people complain about what a pain their inbox is to manage. Just as easily they can set up filters and folders or use tools that block their spam or unsubscribe them from marketing emails. Some people spend hours a month opening mail, paying bills and doing administrative paperwork. Just as easily they can sign up for paperless billing, or auto-schedule payments.

Almost everything we do as responsible adults in the world is set up inefficiently. By improving our systems, we buy ourselves time and energy. And then with this time and energy, we are able to be better at what we do, to get more done, to be more present for the people who depend on us.

It doesn’t make sense to try to do everything yourself. You have to delegate and automate. You have to find people who are good at things and empower them to help you. You have to be strong enough to hand over the keys, to relinquish control, to develop a system—an organization—that is bigger than just us. Our willpower is not enough.We shouldn’t have to just gut it out. We need to share.

That is, if you’re trying to scale. Trying to build or do something that matters, something bigger than just us.

Going back to the cost of not delegating, King was once asked by an interviewer what he would do with an uninterrupted week of rest. After scoffing at the pure impossibility of such a thing, given the injustices of the world and the demands of the Civil Rights Movement at the time, King explained,

“If I had the luxury of an entire week, I would spend it meditating and reading, refreshing myself spiritually and intellectually…Amidst the struggle, amidst the frustrations, amidst the endless work, I often reflect that I am forever giving–never pausing to take in. I feel urgently the need for even an hour of time to get away, to withdraw, to refuel. I need more time to think through what is being done, to take time out from the mechanics of the movement, to reflect on the meaning of the movement.”

What brilliant ideas or breakthroughs might have come had King been sooner and better able to do that? At the end of King’s short life, who reflects back and is happy about the time he spent doing things he didn’t need to be doing? We are all the worse for it.

It’s time to ask yourself that question too: What would you manage to do with a week like that? An hour? A little help that would allow you to carve out the space?

And, what steps are you taking, who are you delegating to, what are you automating, to make that possible?

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Two years into writing my latest book, Discipline is Destiny, I hit a wall.

There is no word other than “despair” for what I was feeling. Doubt? One always has that. This was deeper. No, this was a fear that the book would not come together. That I had chosen the wrong topic. That I had used up all my material. That I did not have what I needed, that my momentum had run out. At my lowest moment, before I had really even begun, I was facing the necessity of calling my publisher and asking for a delay.

I was also tired. Just so tired.

Coming up with the idea for a book is a creative pursuit, actually creating the book is effectively a work of manual labor, sitting in a chair, grinding out each consecutive sentence—a process not measured in hours or days, but months and years. It’s a marathon of endurance, cognitive and physical.

For me, in the last decade, I have run not just a couple of these marathons, but 12 of them, back to back to back. That’s roughly 2.5 million words across titles I’ve published, articles I’ve written, and the daily emails that I produced in the same period.

To say I was burned out was an understatement…at a moment I could not afford it.

This tends to be exactly how it goes.

Which is why the best organizations and entrepreneurs and athletes solve for that problem before it happens.

In 2012 the San Antonio Spurs were coming off a six game road trip. It was their fourth game in five nights and this game was just 24 hours after their victory over the Magic and 72 hours after a double-overtime victory against the Raptors. More than that, two of their stars Manu Ginobili and Tony Parker had come off long summers playing internationally, while Tim Duncan was in his 16th season in the league. Collectively, the four players had played upwards of 3,000 professional games between them, consistently going deep into the playoffs, nearly every year.

So their coach Gregg Popovich decided to rest them, to not play his stars in a nationally televised game against their most hated rivals. “We’ve done this before in hopes of making a wiser decision, rather than a popular decision,” he told a reporter. “It’s pretty logical.”

Logical, yes. Easy? No. And definitely not popular.

In fact, the NBA would fine them $250,000 for daring to do it.

But the concept of ‘load management’ was there to stay.

As someone who is disciplined and driven, I have struggled with this myself. When we are committed, when we are driven, self-discipline isn’t always about getting up and getting to work. It’s easier to workout than to skip a workout, easier to write than relax.

The problem with that is that if you want to last, you have to be able to rest. I remember I had Olympic mountain biker Kate Courtney on the podcast while I was working on Discipline is Destiny and she told me a piece of advice she had gotten from her coach when she was pushing herself too hard in practice. “Do you want to be fast now,” they asked, “or later?” Meaning, do you want to win this workout or win the race?

“The indiscipline of overwork,” the writer John Steinbeck wrote, “the falsest of economies.”

When I say that self-discipline saves us, part of what it saves us from is ourselves.

Sometimes that’s from our laziness or our weakness. Just as often, it’s from our addictions, from our excesses, from our impulse to be too hard on others and ourselves. It makes us not just great at what we do, but best, in that fuller sense of the word. Aristotle, who wrote so much on virtue, reminded us that the point of virtue wasn’t power or fame or money or success. It was human flourishing.

What is more important than that?

As I struggled to write Discipline is Destiny, I tried my best to improve in another area of my life—how my work and self-discipline manifested itself at home. Several years ago, after I sold a project, my editor called my wife, in part to congratulate us but also to apologize. She knew what this meant for my wife—what it would do to me, who I became in the dark depths of a book.

However this book does, even if it makes a difference for a lot of people, what I am proudest of is who I was while I wrote it.

There weren’t any apologies necessary, even when it felt like it might not come together. Did my kids even notice? I’m not sure they did. Even that moment where I felt like I might need to delay the book, I remember thinking: And? So what? Sometimes things have to be delayed.

If that’s what it takes to do things right, so be it.

A less disciplined me, a younger me? I would have been wrecked by all this. I would have acted out. I would have been consumed. There was no ‘calm and mild light’ for me when it came to my work. There was little balance. I was all ambition and drive…and when something got in the way, I was indomitable and aggressive. It helped me accomplish things. It also made me unhappy.

It would not have served me well on this project. Worse than that, it would have made me a hypocrite.

So yes, as I finished the book, I was still tired. Every writer is tired when they get to the end of a book.

Yet, I also felt wonderful.

Life is for the living. We are meant to be up and doing.

If books came naturally, without effort? Everyone would write them.

And for [books], you can plug in whatever it is that you do. It’s good that it’s hard. It’s good that it can be discouraging. It’s good that it breaks your heart, kicks your ass, messes with your head.

Remember, scarcity creates value. If it wasn’t hard, everyone would do it.

That’s what separates the disciplined from the undisciplined, the weak from the strong, the amateurs from the pros.

Nobody ever said fulfilling our destiny was going to be easy.

It wouldn’t be worth anything if it was.