Great comment and thanks for making me think this afternoon, because I certainly couldn't think to well this morning.

I think you answered your own question.

Keep failing. Then fail again. And then again.

Some would argue, like the ReWork authors, this isn't necessarily true anymore. They would say.. Why fail often? Do it right the first time!

I'd argue that are generalizing the motto of “fail often.” We'd be very lucky to find many successful businesses, or successes in general (Michael Jordan, Richard Branson, Steve Jobs, Nelson Mandela), that didn't experience multiple failures on the way through.

I can however understand that we can't keep failing and losing money in the interim. The beauty of the Internet is – the cost of entry is so low. Sure, starting a restaurant or a steel factory will take money. But in the online world, not much is required.

Unfortunately, most business successes come from those who leaned into the dip (another Seth idea) and stuck it out. Everyone can get into the dip and most don't have the resilience to make it through to the other side.

http://sethgodin.typepad.com/the_dip/

I think the mistake is looking for the path, because I'm not sure it's clear cut. It reminds me of when we're walking through the woods on a path and we lose the path… that way looks like a path, but so does that way….

So at that point we have options. Rely on instinct, or be willing to choose the wrong path and waste some time an energy, or get lucky and get it right…..

The tools – the learning materials will only increase your ability to more accurately make the right choice, but it's never 100%

The lizard would prefer if you just sat there and didn't make a choice at all. That's when the lizard wins.

[...] You could give up, sit down, and avoid making any type of decision at all. This is what your lizard brain would [...]

[...] then the lizard showed [...]