Get comfortable with being uncomfortable: The Coffee Discount Challenge

October 7, 2020

Are you comfortable with being uncomfortable?

If you want to be an entrepreneur, but you answered no to this question, this is an activity for you to try!

If you tuned in to the last resource we shared, the video clip from episode 127 of the #AskGaryVee show (click here to watch it), you may have noticed Gary’s guest Tim Ferriss mention the Coffee Discount Challenge.

The Coffee Discount Challenge was developed by Noah Kagan, founder of SumoMe, to help individuals address their fear of rejection and failure.

Whether we like it or not, fear and rejection happen to entrepreneurs all the time. Successful entrepreneurs require determination, perseverance, adaptability, and the ability to learn from their own mistakes and improve time and time again. That is where the Coffee Discount Challenge can help.

What is the Coffee Discount Challenge?

The next 10 times you buy a hot drink from a coffee shop, challenge yourself by asking for a 10% discount once you’ve ordered. It doesn’t matter what coffee shop you go to whether it’s Starbucks, McDonald’s, or even the little independent coffee shop down the road, all you need to do is ask for the discount.

The likelihood that you will actually get a discount is slim. However, the point is to purposely put yourself outside of your comfort zone, and improve the way you handle rejection. You can also adapt the way you ask for the discount over time to see what works and what doesn’t. These are all skills that entrepreneurs use day in and day out. And on those occasions when someone says yes and you actually get that discounted coffee, it will feel fantastic!

So, what are you waiting for? Give this challenge a try, and let us know how you go. We’d love to hear from you.

You can get in touch with our team at and don’t forget, if you’re an Edinburgh Napier student, alumnus or staff member you can also sign-up to join our supportive community of entrepreneurs at Bright Red Triangle here.

For extra resources surrounding The Discount Coffee Challenge, you can visit these links below:

Bright Red Triangle