The Human Side of Business

The first is fear.

People tend to follow the crowd. In a red ocean, there are many players—the downside is it's crowded, but the upside is that everyone else is doing it, so you have plenty of reference points. In a blue ocean, there are few players—the upside is less competition, but the downside is you lack reference points. The loneliness will close in on you, and you'll be afraid.

The second problem is pessimism.

When few people are doing it, you can't find anyone to talk to. Walking alone down a dark path, you'll start to doubt yourself: "So few people are on this road—could it be a dead end?"

So first, don't be afraid. Second, don't be pessimistic. And then, you'll succeed.