ADAM GRANT

Psychologists have demonstrated a pattern called solution aversion-- when people don’t like a particular solution, they often deny or dismiss the problem altogether. And if you can’t get people on the other side of a fault line to even recognize the problem, you’re not going to s...

Even if people are given clear evidence that a crisis is unfolding, they may deny the reality of it. 

If people want to believe something, they may only look for evidence to support that point of view, and ignore or dismiss anything that contradicts it.

Your side hustle idea may seem awesome and disruptive to you, but your potential customers will likely ignore it like most “brilliant ideas” or even not have a need for it. So, ensure you're not creating a solution to a problem that doesn't exist, as this is one of the top causes of startup failu...