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 Imagine you buy a new mobile phone and then go down the pub only to find out you bought an out-of-date model for too much money; the fear of being ridiculed for doing this type of thing is a very strong emotion ...
