In the world of selling wine it’s easy to get comfortable. VERY comfortable. 

The restaurant that buys most or all of their wines from you doesn’t need to focused on very much. Just kept happy.

The big brands that are popular with the public don’t need to be popped for in store tastings. Just merchandised.

The retail buyers that consistently buy the same ten items every week (and cause your paycheck to be as steady as can be) don’t need to be told those ten items are looking a bit stale after so many years. Don’t want to slow down that train!

Comfort is a problem because challenges, difficulty, and problem solving are what will make you stand out. The goal is to be remarkable, and you can’t be remarkable if you’re too comfortable.