François de la Rochefoucauld once said, "The only constant in life is change." Despite this being the case, it seems to be human nature to avoid change; there is some comfort in routine and reliability. Doing what we've always done feels safer.

In the world of startups, this can be a death sentence. Whether looking inward at your own company and what you're doing or considering your customer, it's important to understand how we all look at change.

As humans, we all generally like to think we're rational, logical individuals. We also have a tendancy to assume other people also have logical behavior.  Unfortunately, that is far from the case. 

Lucky for us there are researchers like Dan Ariely. Thanks to his in depth studies of human nature and the choices we make, he's discovered some amazing trends and patterns that, as the title says, makes us all "Predictably Irrational."

Watching the startup world evolve over the past couple of years, I've noticed an interesting trend.  Despite all our improvements and changes over this time, New York has drawn most of the attention after the omnipresent Silicon Valley. Like the entertaining comedian of the '80s and '90s, it seems we've become akin to Rodney Dangerfield (best known for his standup and role in Caddyshack): we get no respect.