Fear is funny stuff. On one hand, it keeps us from climbing too high in tree. And from walking too close to edge of cliff. When fear cautions of such things, it pays to listen attentively.
But on other hand, fear can smother curiosity, creativity, and many other positive attributes essential to us all. While it is not commonly noted, fear is one reason many balk at mere thought of learning most anything. For some, this fear is so strong they refuse to accept any new idea or to even consider a better way of doing anything.
Fear Is Rational
Suppose you discover something new today you know is absolutely true. You are certain beyond a doubt that it is so. It may mean you need to reevaluate *all* your cherished attitudes, values and convictions.
In short, a new idea can compel one to make changes. While they are unlikely to amount to a new lifestyle, some old habits may need to be replaced with new ones. Some attitudes may need to be updated. And some values may need to be adjusted a bit. For many, such needs are too frightening to even consider.
Thus they shun such risk. They avoid learning and any activity which might present new ideas. They tend to remain set in their ways, and don't want to change much of anything.
Yet Success Requires Learning
Any business, offline or online, either continues to grow, else it stagnates, and ultimately withers and dies. To continue to succeed, there is no option but to grow. Yet growth and learning are intertwined. There will be no growth without new ideas to be explored and implemented.
This is not an acceptable proposition to many new to business. Particularly on Web, there seems to be a tendency to create a business, then focus on keeping it running as well as possible. While this may generate some income, it does not lead to more, for it does not lead to growth.
Fear As A Brick Wall
Suppose you discover through testing on your website that a navigation bar across top of your page draws better than one in left column. Suppose page views double, indicating many more people are exploring much more of your site. And that sales increase.
Possibly for years, you have "known" a navigation bar to left is only way to go. How do you deal with this new information? Ignore it? You can, of course. And oddly enough, some will. Why?