Many reasons it is true, including i) for anyone with the talent to do so, the "rational" thing to do, generally, is not to become an entrepreneur given the ris

Many reasons it is true, including i) for anyone with the talent to do so, the "rational" thing to do, generally, is not to become an entrepreneur given the risk/reward/effort, and ii) if they are not contrarian, then the ideas they pursue are the ones that everyone else generally agrees with, and therefore the opportunity is small. Back in the day, only contrarians thought that online shopping could amount to meaningful dollars. Only contrarians thought that Amazon could take on Barnes & Noble. Only contrarians thought that licensing an operating system for a few bucks per PC-- on every single PC out there-- was a good business strategy and could ultimately grant leverage to a tiny company called Microsoft over a behemoth called IBM. Hindsight makes these "contrarian" views look obviously right, but back then, most people did not believe them.