Entrepreneurs love to talk about risk, especially the risks they take to bring their products and services to market.
They always seem to be talking about money. They invest heavily in their creation and if it doesn’t take off they could lost it all.
I have yet to hear one of these risk-takers say they’ll lose everything they own.
Even that isn’t what’s scary.
If running out of money is the worst thing you can imagine you don’t have much imagination.