In practice, Schumpeter argued, these two aspects meant that the standard behavioural rules, e.g. surveying all information, assessing it and finding the ‘optimal’ choice, would not work. Other, quicker ways had to be found. This, in his view, involved leadership and vision, two qualities he associated with entrepreneurship. The third aspect of the innovation process was the prevalence of ‘resistance to new ways’ – or inertia – at all levels of society, which threatened to destroy all novel initiatives and force entrepreneurs to fight hard to succeed in their projects.