You will have ideas.
Some good. Most bad.
The hard part is not chasing the good ideas.
The hard part is abandoning the bad ideas.
Especially when you’ve invested a lot.
Your brain tells you that you couldn’t possibly have wasted so much of time, effort and money on a bad idea.
You can’t be so stupid, surely.
And so you keep plowing in time, effort and money in the bad idea, instead of moving on.
Sometimes you need to ignore your brain.
Walk away from bad ideas.