In the SMB eta world, when reviewing a potential business to buy, it becomes en vogue to discuss all of the things that the current owner has not done.

"They don't do any marketing!"
"They have no sales team!"
"They don't answer their phone!"

"They don't, they don't, they don't."

When I am presented with those 'they don't xyz' as some hidden way of saying 'the owner is dumb, I am so smart and will be better'

I often ask  "why do you think they haven't done it?"

Which is met with some vague answer or laugh.

Interesting.

This excerpt from It doesn't have to be crazy at work  goes into how easy the fruit is to pick....

"The further away you are from the fruit, the lower it looks. Once you get up close, you see it's quite a bit higher than you thought. We assume that picking it will be easy only because we've never tried to do it.

Declaring that an unfamiliar task will yield low-hanging fruit is almost always an admission that you have little insight about what you're setting out to do. And any estimate of how much work it'll take to do something you've never tried before is likely to be off by degrees of magnitudes.

Results rarely come without effort. If momentum and experience are on your side, what is hard can masquerade as easy, but never forget that not having done something before doesn't make it easy. It usually makes it hard."