Befriend Failure

Jonah Greenberger, Bright, Inc.

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Jonah Greenberger, co-founder of Bright, a solar-energy startup that delivers subscriptions to homes in developing countries, shares advice he learned from “The Power of Habit,” a book by Charles Duhigg that posits how things people always do seem easy, while things we rarely do seem difficult. Greenberger says the more you fail, the more comfortable failure becomes, making it easier to recover and try again.

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