It's natural to seek reassurance. Most of us want to believe that the choices we make will work out, that everything will be okay.
Artists and those that launch the untested, the new and the emotional (and I'd put marketers into all of these categories) wrestle with this need all the time. How can we proceed knowing that there's a good chance that our actions will fail, that things might get worse, that everything won't end up okay? In search of solace, we seek reassurance.
So people lie to us. So we lie to ourselves.
No, everything is not going to be okay. It never is. It isn't okay now. Change, by definition, changes things. It makes some things better and some things worse. But everything is never okay.
Finding the bravery to shun faux reassurance is a critical step in producing important change. Once you free yourself from the need for perfect acceptance, it's a lot easier to launch work that matters.