Nicolas Cole argues most entrepreneurs quit not from ignorance but from emotional exhaustion. When a new product doesn't immediately make money, they mistake slow growth for failure and give up. Building a business is a trial by fire that demands perseverance through discomfort, not just understanding the logic.
People don't struggle with the logical part. They struggle with the emotional part. They build something, they put it for sale, it doesn't instantly make them a millionaire, and then they give up. That's where everyone goes wrong. And so a lot of these things, it's sort of trial by fire. You kind of just have to go, you know what, I'm going to commit to go on the journey of learning how to do this. And you have to fight through. Remember I said it's very easy to understand logically how these business models work. It's very hard to understand how business models work emotionally.
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