65. The Law of Risk
Risk is inherent in any investment of time, money, or emotion.
Risk is an unavoidable and inescapable fact of life. We are always acting, in every way possible, to reduce risk. This is the entire purpose, for example, of the insurance industry. Insurance is simply a way of pooling risks by taking premiums from a large number of people in order to cover the losses that will be suffered by a small number of them. In every purchase decision, customers are seeking every way possible to reduce the risk and uncertainty involved in buying anything from anyone.
The first corollary of the Law of Risk is You are successful in sales to the exact degree to which you can position yourself as the low risk provider of your product or ...
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