If it was easy, someone else would have already done it. Or competition will be extremely high, reducing upside potential.
Whether it’s sitting through long sales cycles, solving for a two-sided marketplace, legal risk, achieving critical mass, etc, valuable opportunities will always have challenges associated with them. There’s no such thing as a free lunch. Anything worth fighting for will require just that…a fight.
The key is to pick challenges that are less difficult for you than others, more tolerable to you than others, overestimated by others, and/or something you love doing.
If you have the risk tolerance, look for opportunities with a bit of “hair” on them. But make sure the upside matches the challenge. If it’s not hard, it’s probably not worth doing at all. And if you can find something you love doing, your overall reward will be higher.
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