[dtjohnnyb]

The book Lynchpin talks about this and calls it "the resistance", the feeling of avoidance you get when nearing shipping something or even to sitting down and starting an ambitious project. I've found it useful to have a name for it so I can recognize when I'm falling prey to "the resistance" and get myself to stop procrastinating or to "just ship it".

[SyneRyder]

I suspect Linchpin / Godin has "borrowed" the idea of Resistance from Steven Pressfield's excellent book The War Of Art from 2002. That book is aimed at writers, but applies to anyone creative.