People settle. They settle for less than they are capable of. - Seth Godin

as consumers, we’re too busy to pay attention to advertising, but we’re desperate to find good stuff that solves our problems.

So, what’s smart? Living life without regret. Now that you know what to call the fear that has held you back all these years, what are you going to choose to do about the resistance? Now that you understand that society rewards you for standing out, for giving gifts, for making connections and being remarkable, what are you going to choose to do with that information? You have a genius inside of you, a daemon with something to share with the world. Everyone does. Are you going to continue hiding it, holding it back, and settling for less than you deserve just because your lizard brain is afraid? There lies regret.

Risk, to some, is a bad thing, because risk brings with it the possibility of failure. It might be only a temporary failure, but that doesn’t matter so much if the very thought of it shuts you down. So, for some, risk comes to equal failure (take enough risks and sooner or later, you will fail). Risk is avoided because we’ve been trained to avoid failure.