First and second order consequences are regularly in opposition. Unhealthy food, for example, has a good first order consequence (tasty) but a bad second order consequence. The effects of exercise or self reflection, on the other hand, are the opposite.
Most good things suck at first thanks to the inertia involved. This is why it is hard to keep adapting and evolving and why most people and organizations find it easier to be stuck in their old ways.
The big question, a question that we inadvertently ask ourselves when we make decisions, is – will we choose a painful but healthy route to progress or an unhealthy but comfortable delusion?
(H/T: Principles by Ray Dalio)