Hence the opportunity. If you do things that are safe but feel risky, you gain a significant advantage in the marketplace. [seth]Since everybody else is shying away from those things that feel risky, but in fact are probably not - just new and strange, actively pursuing those "blind spots" can be a worthwhile endeavour.
This of course is based on a few assumptions running as a red thread through seth godin's later works;
Fear is a natural thing, but not a rational one - meaning it doesn't really make sense to fear the things that were scary 10 000 years ago (change, loud noise, uncertainty) when we have culturally evolved our settings to such a degree.
Secondly, you have to be able to differentiate risky from risk - some things and efforts are still liable to burn through a lot of money. Fast. And depending on your position that could hurt. But doing an online start up, using cloud services and open source baseline, you can scale both up and down a lot more effortlessly than during the 2000 bubble.
Third, it has to be something that is sustainable, and not something everybody will just copy when you have proved it viable
And that last part is probably the hardest, with so many people doing start ups, apps, re-nnoavtiong or pivots - finding a good spot to take a business might be harder than going ultra niche and global.
So, let fear be an indication that you are moving into a zone of opportunity rather than a danger zone, but keep the scope sane
