Innovation often faces social resistance that is often overlooked. The process of innovating and creating something new is often romanticized once it is successful, but in reality, innovators face skepticism and denial from others. This social resistance comes in the form of people not joining their team, not buying their products, and not providing positive feedback. Agreeable individuals, who are more likely to listen to others and be influenced by their opinions, are particularly vulnerable to giving up on new ideas due to the negative social response they receive. To succeed in innovation, individuals must have the ability to handle social discomfort, even to the point of ostracism, or else they are likely to quit.

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