Monsters. Seth Godin writes in his latest post, Every monster has a big shadow:

That’s what makes it a monster.

In fact, when you look the monster in the eye, when you calmly and carefully inspect the actual monster, you discover that he’s not so bad after all. It’s just the shadow that’s scary.

When in doubt, ignore the shadow.

What of the monsters that don’t cast a shadow? You’ll find them in the most normal places. Even in business where (after politics) they’re the most dangerous of all.