It's easier to do something difficult!

What this means is that it is often more motivating for a team to work on something bold and difficult, but deeply meaningful, than something easy and uninspiring. Sam Altman of OpenAI put it well - ambitious ideas energise people.

And that's true... up to a point.

It's one thing to light that fire in yourself - that's the easy part. But the real test is whether you can ignite your co-founder, your key employees or even early investors. That's your first checkpoint.

If you can't, maybe your idea isn't bold enough.

Or worse, maybe people don't think you're the one who can actually pull it off.