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Every Experiment risks failing; the goal is to plan for a risk you can absorb. Start small.

…if you want to make something from nothing, you have to take risks and you have to win your race against time. This means acquiring the very best talent, knowledge, and experience even if it requires dealing with some serious age diversity.

While you don’t want to punish people for taking good risks, not all risks are good. While there is no reward without risk, there is certainly risk with little or no chance of corresponding reward.

The difference between being mediocre and magical is often the differen ce between letting people take creative risk and holding them too tightly accountable. Accountability is important, but it’s not the only thing that’s important.

Risk-taking decisions… are made every day by a host of people of subordinate rank, very often by people without a traditional managerial title or position.

Defining the purpose and mission of the business is difficult, painful, and risky. But it alone enables a business to set objectives, to develop strategies, to concentrate its resources, and to go to work.

The end result of successful strategic planning must be the capacity to take a greater risk, for this is the only way to improve entrepreneurial performance.

…anyone willing to use marketing as the basis for strategy is likely to acquire leadership in an industry or a market fast and almost without risk.

Innovation can never be risk free. But if innovation is based on exploiting what has already happened… it is far less risky than not to innovate by exploiting these opportunities.

…organizational changes should not be undertaken often and should not be undertaken lightly. Reorganization is a form of surgery, and even minor surgery has risks.