Entrepreneurs love to view risk as binary. The more you put on the line, the greater the potential for reward.

I'm generally risk averse, and most great entrepreneurs I know are as well.

I've found that nurturing untapped potential is far more exhilarating than finding someone who has already peaked.

The risk of relying on a handful of customers is not just financial. Your product also is at risk when you're at the mercy of a few big spenders. When any one customer pays you significantly more than the others, your product inevitably ends up catering mostly to that customer's specific needs.

The reality is, risk is variable. Those in the financial world know it.

The reward is in the risk.