Risk vs. Uncertainty

Smart entrepreneurs mitigate risk wherever possible to set up a low risk/high return situation. But mitigating risk is not the same as removing uncertainty.

Uncertainty means you don’t know exactly what will happen, mitigating risk is about protecting yourself from the downside.

But too many people confuse the two; they mistake uncertainty for risk and don’t take action.

The people who change the world don’t know exactly what will happen, but they lean into the uncertainty, certain that whatever happens they will handle it.