Doing something we’ve never done before is hard.

Admitting that we don’t yet know how to do it is the hardest thing of all because it’s a learning problem, not an execution problem, but we can’t admit that. We aren’t in a learning environment, we’re expected to know how to do things, so we convince ourselves that we know what to do and we get on with doing it. We prefer predictability to impact. We prefer to be able to say what we’ll do, and then feel successful when we say that we did it.

Learning is a problem too. Not only do we not know what we need to learn, we don’t know how to learn it. Better then, to stick to doing what we know, better to ignore the uncertainty.