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People tell themselves that failure is ok — part of the process, even.

In fact, Silicon Valley has almost created a cult of ‘failure’, celebrating it as though it were a badge of honor.

But people don’t fear failure. They fear shame.

They don’t fear the consequences of failure — not getting rich, having to do their old job again, etc. They fear the shame of looking their old co-workers in the eye.

And they fear the shame of little things too…

They fear being ashamed when they sit at a table with their co-founders and try to come up with a name for their new company. Do you know why so many companies have shitty names? Because all the co-founders were afraid to throw out crazy ideas that might get laughed at. So they end up with horrible names like Trippy or Contently.