Awkward Reality #459

Innovators should understand that uncertainty is different than risk.

If you’re asked to cross an unfamiliar chasm, would it be risky? Hard to say. Until you learn if you’ll face a bridge or a tightrope, you can’t assess risk (probability). You’re just uncertain. Many companies fear risk in an unfamiliar market, when they should map out a plan to reduce uncertainty. This is especially easy to do in B2B markets.

More in white paper, www.UnfamiliarMarkets.com (page 2)