This is a superpower

Winners never quit. Keep going. Work harder. Don't waste everything you've already invested. But sometimes continuing is the easiest choice because it saves us from facing the uncertainty of change.

We stay in the job that's draining us, keep attending meetings that achieve nothing, maintain the business model that no longer works or continue living a life that looks successful but doesn't feel like ours. We tell ourselves we've invested too much to stop, but that's the sunk-cost fallacy: the time, energy or money already spent cannot be recovered. The real question is whether we want to spend even more of our lives protecting an old decision.

Seth makes an important distinction between quitting because you've reached "the dip"—the difficult stage between beginning and becoming good—and quitting because you're heading towards a dead end.

Anything worthwhile will become difficult. Starting a business, changing a career, building a relationship, improving your health or creating meaningful work all require us to move through resistance. Difficulty alone isn't a reason to quit.

But when there is no credible path forward, when greater effort repeatedly produces no meaningful improvement, or when succeeding would still leave you living a life you don't want, quitting may be the most intelligent and courageous decision you can make. The goal isn't to quit whenever something becomes uncomfortable. It's to quit the things that prevent you from doing the work that matters.

Seth argues that if everything you do in a working day can be reduced to a clear set of rules, an AI system will increasingly be able to perform much of it faster and more cheaply. That doesn't mean every rule-based job disappears tomorrow, and it certainly doesn't mean humans no longer matter.

It means our value is moving away from simply completing predictable tasks and towards the things that are hardest to turn into instructions: judgement, taste, curiosity, courage, empathy, trust, imagination, relationships and the ability to understand what another human being actually needs.

The opportunity isn't to compete with AI by behaving more like a machine. It's to use AI for what machines do well while becoming better at the deeply human work technology cannot replicate.

Many organisations are responding to AI by making people busier rather than more valuable. Diaries are filled with back-to-back meetings, employees are measured by their visible activity and capable people have almost no uninterrupted time to think, create, question or solve meaningful problems. We hold an alignment meeting, followed by a meeting about the alignment meeting, then wonder why innovation isn't happening.

If AI can process information, produce summaries, organise tasks and follow established procedures, using humans as expensive scheduling machines makes less sense than ever. The organisations that thrive will be those that redesign work around what people uniquely contribute—not those that automate the old system and expect everyone to run faster.

Where are you continuing to follow a script that no longer belongs to you? What are you doing because it's familiar, respectable or expected rather than because it matters? What do you already know you need to stop?

Perhaps it's a role that no longer allows you to grow, a goal inherited from an earlier version of yourself, perfectionism disguised as high standards, or the belief that you need someone else's permission before you begin.

We often describe ourselves as stuck when we're actually being pulled between two competing desires: we want change and certainty, freedom and approval, meaningful work and no risk of failure. Naming that tension matters, because once you can see what's holding you in place, you can make a conscious decision about it.

I quit drinking. I quit a job. I stopped playing small and started building my own business. I began choosing faith over fear, communicating more honestly and helping other women create change in their own lives.

None of those decisions meant that everything immediately became easy. They meant I stopped surrendering my future to a choice I had made in the past. Quitting wasn't the end of the story. It created the space for a different story to begin.

So don't panic and quit everything because AI is coming. Pause and look honestly at your life and work.

You don't need to know exactly what the rest of your life will look like. You need enough clarity to take the next right step while the choice is still yours.

This is also what I help people do through my 1:1 coaching: understand where they feel stuck or out of alignment, recognise the skills and experience they already have, identify gaps and opportunities, and create businesses and careers that genuinely fit who they are and how they want to live.

It isn't about jumping on the latest AI bandwagon or creating another business that eventually becomes a prison. It's about using AI intelligently while building something human, useful and aligned—work that solves a real problem for people you genuinely want to serve.

AI will change roles, organisations and entire industries. But the more important question is whether you're willing to change too. Quit waiting for certainty. Quit performing busyness. Quit trying to please everyone. Quit allowing an old investment to determine your future. Quit the things that keep you from becoming more useful, more creative and more human—before the decision is made for you.