Behind every great jaw-dropping success there’s an artist or entrepreneur who faced a difficult internal struggle at a critical moment of choice: choose risk, and possibly become a legend. “Flinch” and possibly become an unexceptional footnote.

The “flinch” is a sophisticated delivery system. It delivers doubt, uncertainty and indecision at the most precise moment when we are about to choose, decide, or take action. It’s the reason most modern movies are remakes, most successful books are copy’s, and most music sounds like something we’ve heard before.

I think whatever form it takes, the “flinch” is not there to encourage change and provoke greatness. Rather, it’s purpose is to “play it safe” and preserve mediocrity.

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