I once worked for a start up company who failed because they were scared. That's it. They would not take any marketing risks whatsoever in order to attract people.
When I say risks they would not change their brand, voice, marketing messaging, pricing, or product offering to differentiate themselves in any meaningful way versus the dozens of competitors in their space. It was truly sad and ultimately... they died from fear.
It's natural to be scared of standing out from a crowd. We are herd animals by our nature and this is a 'weird feeling' but if companies want to succeed there is no choice because the herd is bigger than ever.
https://trackingwonder.com/fear-standing-out-need-to-stop/
