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After focusing on the driving factors that cause us to avoid taking risks (our brains evolved to see failure as a life-or-death concern, which is clearly no longer the case for most “risks”), Godin ends with this nugget:
The cost of failure is not that a saber-toothed tiger eats you… the cost of failure is nothing. The worst thing that will happen is that you will fail and no one will notice.
The upshot: Rather than avoiding risks for fear of failure, go for it. Your brain can try telling you that you’re risking your life; you’re not.
