Most people start off thinking their idea is amazing, then realise the difficulties and begin to question it and think it is rubbish. This then manifests into self-criticism and self-doubt. If you manage to make it past that stage, you find ways around the difficulties and start to think, actually this could work and you do a full circle to thinking, actually, this is pretty great.

Richard Branson, Virgin Atlantic, has been through so many of these circles in the first stages of setting up a company that he recognises the stages of developing a new business and keeps the doubting at bay.