Confront Your Fears

Sometimes we shy away from a conversation because we fear something we don't want to hear.

Postponing the conversation leads to lack of information, which leads to imagining explanations for the behavior of the other person or party. We may even ask a third person for their opinion, or to intercede for us.

Those explanations act as a decoy to the fact that we are evading the conversation. We need to confront our fears and have that conversation.

The business version of this syndrom is running all scenarios in your head, without trying things to validate your hypothesis with real customers for fear of failure.