Fear of Failure: This is such a universal feeling that everything from software to shoes can tap into our fear of failure. Say you decide to run a triathlon with your friends. You want to make sure you have the right shoes so you don’t get blisters or twist your ankle while running for eighteen miles. So you just do it—you buy the best shoes out there. If you’re launching a business you might spend thousands to alleviate your fear of failure: coaching services, online courses on how to pitch investors, top lawyers.
