Before an entrepreneur starts a new business, she should probably do some market research.

As lucrative as it is to run a coffee shop, she does not want to open one in a college town that already has nineteen.

Or maybe a yarn shop that only sells Bill Murray Ugly Sweater patterns is a little too niche of a market.

No matter what, she should do some research before she launches.

However, she can also paralyze herself. She starts to research her coffee shop and decides she should launch, but she is not sure what type of coffee to use and starts researching. The different coffees of the world. Eventually, she is flying all over the world to find the perfect coffee for her shop. But before she decides on the perfect coffee, she realizes that she also needs the perfect espresso machine and the perfect drip brew system.

Now she must find the perfect brew system to complement the perfect roast and make sure that they actually go together as the perfect pair. And before she knows it, she has blown her whole startup budget on researching all the perfect elements and has not sold a single cup of coffee.

What about opening her doors with a really good coffee with a really good espresso machine and a pretty good drip brewing system? She needs good data and an informed opinion, but she was trying to open a great coffee shop, not get her PhD in coffee and brew systems.

Where is research holding you back? Where are you letting yourself be hamstrung by your perceived needs versus your actual needs? Who can help you see where you are holding yourself back? Who can you help see where you are holding yourself back?

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