““What” and “if” are two words as non-threatening as words can be, but put them together side by side and they have the power to haunt you for the rest of your life.’ LETTERS TO JULIET, SCREENPLAY BY JOSÉ RIVERA AND TIM SULLIVAN The most common reason why our ideas stay in our head is because of two little words: ‘What if?’ What if it doesn’t work out? What if people don’t like it? What if no one buys? What if people laugh? What if I can’t do this? What if I get the pricing wrong? What if it’s not good enough?””
