Comfort is a silent killer of innovation, holding brands back from bold ideas and meaningful impact. This talk challenges leaders and entrepreneurs to embrace discomfort as a catalyst for creativity, growth, and long-term success. Learn why playing it safe leads to mediocrity while taking risks helps brands be uncopyable and unforgettable. If you want to stand out, it's time to get comfortable being uncomfortable! Andy Starr is an award-winning brand architect with a passion for provoking organizations at the intersection of business, branding, and education. A musician, entrepreneur, and recovering law student, Andy is the co-founder and managing partner of Level C—the world’s new Bauhaus of Brand. He splits his time between the US and Austria.Sabine Friesser is an accomplished executive and C-suite sparring partner. She has steered global B2B and B2C companies for 17+ years. Specializing in strategic brand building and management in highly competitive industries, she is one of few people in the world allowed to pass on her knowledge as a Level C Fellow. She is an Adjunct Professor of Branding and Marketing at multiple EU universities and a trusted counselor across a spectrum of companies, from microenterprises to category heavyweights, realizing revenues in the billions of euros. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx