In business, everything you do is related to a consideration of risk and reward. Businesses take risks all the time. Risk is not a four-letter word and is not to be avoided. Rather, it is to be managed and controlled. Businesses need to take the risk that it is appropriate for them to take while, at the same time, measuring and managing that risk to ensure that it is effectively aligned with stakeholder expectations.
Let us consider what that is likely to mean in practice. Any business intends to deliver something to someone. Whatever they deliver needs to be of some perceived benefit to the recipient or they would not purchase the goods or service. They could just copy what is on the market already, but there is a risk ...
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