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Go Do!: For People Who Have Always Wanted to Start a Business by Jeremy Harbour

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CHAPTER 2

RISK

Failure/Feedback/Risk

So what is it that holds people back from making that break? What is it that prevents them from starting a business that will generate wealth for themselves and their families, and contribute in a meaningful way to society in general?

Human nature means that we are affected by what other people think, and this carries huge weight in our decision-making process. In fact one of the biggest factors stopping people from making on-the-spot buying decisions is often their fear of what other people will think. Imagine you buy a new mobile phone and then go down the pub only to find out you bought an out-of-date model for too much money; the fear of being ridiculed for doing this type of thing is a very strong emotion ...

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