We see what’s familiar as better, more important and more ‘true’. That’s not surprising as it’s a fairly known human behavior. But I do wonder if in business it’s more intentional than that. It’s not that we are just too busy to venture into it, or it’s too expensive to research, or it’s too complex to understand … it’s that we don’t want to. Because we don’t really care. We believe it’s less important because it’s less familiar.

They accept that that openness to opportunity also means an openness to the unknown. And the unknown is fraught with nerves, with a test of your confidence, and with big risks that come attached to dire consequences.

We can debate whether this type of mindset is sustainable or even if it’s brave. But it’s undoubtedly very human.