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In his book, Spartan Up: A Take No Prisoners Guide to Overcoming Obstacles and Achieving Peak Performance, Joe De Sena explains that "easy is the greatest marketing hook of all time." So companies promise, again and again, that you can lose weight, flip houses, or get rich with no pain, no sacrifice, and no effort. Their phones ring off the hook, even though, intuitively, most people know these promises are overhyped and not true. It is just human nature to seek the easy way out.
We live in a society that glorifies easy. Far too many people are buying lottery tickets and waiting for some day when. I see examples of this mindset while observing Sales Professionals putting all of their hopes into one "Hail Mary" account believing that they will somehow be rewarded even though they put no real effort into the selling process. Selling this way is no better than playing the lottery.

You've got a better chance of getting struck by lightning than winning the lottery. If you spend your days looking for the easy way out, I can without hesitation, guarantee that you will never get what you want.