SMU Professor of Information Systems and Institute of Innovation and Entrepreneurship Director Desai Arcot Narasimhalu warned that the never-say-die attitudes of entrepreneurs could also be a double-edged sword. Some entrepreneurs believe in their ideas so deeply that they cannot let go even when the market rejects their businesses. Therefore “fail fast” is a way to create awareness among entrepreneurs in that if the market does not accept their product, they must stop at the earliest possible opportunity.