Motivation to Start a Business

As Kierkegaard said, “To venture causes anxiety; not to venture is to lose oneself.” I periodically take time to step back and reflect on my life, and I’ve discovered something interesting: Nearly everything that stands out as giving my life meaning involved taking moderate to big risks.

Loss Aversion explains why threats typically take precedence over opportunities when it comes to Motivation. The threat of loss used to require immediate attention, because losses were extremely costly—even life threatening. Dying or losing a loved one to a predator, sickness, exposure, or starvation is universally a horrible experience, so we’re b