In "The Ego Is the Enemy," Ryan Holiday highlights the challenges people face when striving for success. He emphasizes that reaching a goal often presents unforeseen difficulties, making the journey more complex than anticipated. Instead of easing the struggle, arriving at a milestone can bring new and demanding challenges that require a different level of self-management.

The book suggests that in order to achieve and sustain success, individuals must focus on mastering their own egos and personal behaviors. This internal management is crucial; only by understanding and regulating oneself can one navigate the increased complexities that come with accomplishment.