risky business
no one wants to risk more than what they have to, but many things that were considered risky before are what the market wants now. being safe is the riskiest thing you can do.
organizations talk about the need to differentiate themselves from the competition but when it comes to it they shy away from being truly different. the risk of being different is actually your safest bet.
you don’t have to cater to everyone. In fact if you do you are at great risk. catering to most people will produce an average product or service that will not stand out from the competition.
the risk of becoming outstanding is much lower than the risk of being average.
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