Why is that? The main reason is that you are swimming against the market's existing current, going against the grain. All entrepreneurs do that. If that were not the case, it would not be entrepreneurship. Because you, or your friends, are doing something novel, bringing a product or service to the market is that doesn't exist yet except in your mind's eye. You are trying to tell people that what they are currently buying is not good enough, that they need to pay you in order to change their behavior. That means you are butting up against from anything from apathy to scorn. But if you succeed in scaling that wall of resistance, you will have proven that that new product or service has.
— Worthless, Impossible and Stupid: How Contrarian Entrepreneurs Create and Capture Extraordinary Value
by Daniel Isenberg