In a world that glorifies hustle, it’s easy to believe that effort alone is the secret to success. We’ve all heard it: “Work harder,” “Grind it out,” “Put in the hours.” But here’s the uncomfortable truth: effort without direction doesn’t guarantee results. In fact, it can lead to burnout, frustration, and mediocrity.
If you’re pouring yourself into your work but not seeing the impact you want, it’s time to rethink the relationship between effort and effectiveness. Often, the issue isn’t just effort—it’s what Donald Sull calls “active inertia.”
The Illusion of Hard Work
Working hard feels good. It’s tangible. It’s measurable. You can track the hours, check off the tasks, and convince yourself you’re making progress. But effort alone can be a trap—a way to avoid the discomfort of asking hard questions like:
- Is this the right work to be doing?
- Is this work creating real value for the people I want to serve?
- Am I measuring success by output or by impact?
Hard work, when misdirected, can become an endless treadmill. You’re moving, but you’re not getting anywhere. This is where active inertia often takes hold—when you double down on familiar strategies, even as the world around you changes.
Or said differently–a lion could run around the open plains all day, hunting field mice, and make it to bed feeling tired, and satisfied after a full, active day. But what it wouldn’t know is that over time, it’s starving to death. Because field mice aren’t enough to sustain the lion over time.
But lions don’t do this–they’re programmed to eat big animals. To hunt high value, high impact calories.
What Is Active Inertia?
Active inertia, as Donald Sull describes it, is the tendency of organizations to respond to disruptive changes by doing more of what worked in the past. It’s not that companies (or individuals) are standing still. They’re actively working—but their actions are rooted in outdated strategies, processes, or assumptions. Instead of adapting, they stick to their comfort zones, thinking more effort will solve the problem.
In your own work, active inertia might look like:
- Doubling down on marketing tactics that no longer resonate with your audience.
- Continuing to build products or services without reevaluating what your customers truly need.
- Spending time on tasks that feel productive but don’t move the needle.
Shifting From Effort to Impact
The goal isn’t to work harder; it’s to work smarter. This means breaking free from active inertia and focusing your energy on actions that create the greatest value. Here’s how to start making that shift:
- Challenge Assumptions: What worked yesterday might not work today. Regularly question the strategies and habits you’ve relied on.
- Define Success Clearly: What does meaningful impact look like for you? For your audience or customers?
- Identify Leverage Points: What’s one small action that could create outsized results? Instead of doing more, focus on doing what matters most.
- Measure Outcomes, Not Hours: Instead of celebrating how much time you spent, measure the results your work produces.
- Embrace Adaptability: Be willing to pivot and experiment when the data shows that your current approach isn’t working.
Effort as a Tool, Not the Goal
Effort should be in service of something greater—not the endgame. Think of effort like fuel: it’s valuable, but only if it’s moving you toward a destination. Too often, we treat the act of working hard as the achievement, rather than what the hard work is supposed to produce.
Real impact happens when you:
- Solve a problem no one else is solving.
- Deliver value that people can’t get elsewhere.
- Create something meaningful that resonates deeply with your audience.
Avoiding the Busywork Trap
Not all effort is created equal. Busywork often masquerades as productivity, but it’s a distraction from the work that truly matters. To avoid the trap of busywork and active inertia:
- Prioritize Ruthlessly: Start each day by identifying the one or two tasks that will make the biggest difference.
- Say No More Often: Protect your time and energy by declining work that doesn’t align with your goals.
- Focus on Adaptation: Be ready to pivot when your efforts aren’t delivering the results you need.
Your Action Step
Take 15 minutes today to review your current projects or tasks. For each one, ask:
- What is the ultimate goal of this work?
- Is this the most effective way to achieve that goal?
- Am I doubling down on outdated strategies, or am I adapting to what’s needed now?
By recognizing and addressing active inertia, you’ll not only work smarter but also create work that truly matters—for yourself, your audience, and the world.
Impact isn’t about doing more. It’s about doing what matters. Shift your focus from effort to effectiveness, challenge the comfort of active inertia, and you’ll see the difference in everything you create.
