The sales and marketing gurus are all agreed: RISK is the name of the game. It's also more exciting and fun!
In the basement room which served as my first office, there hangs my favorite Melville quote and two prints: One a portrait of Melville and the other a vintage illustration of a ship tossed nearly sideways in some spot where ice floes are present. "...But as in landlessness alone resides the highest truth, shoreless, indefinite as God — so, better is it to perish in that howling infinite, than be ingloriously dashed upon the lee, even if that were safety!"
In Luke Chapter 5, I find it very cool that Jesus commanded them to "Put out into deep water, and let down the nets [one more time]" for the mother lode of fish. I say let's swim with the sharks (or at least the Walleyes) No risk, no reward [Gitomer]!