Perhaps this should be called “The Necessity of Risk”. We live in a time of change, sometimes very rapid. If you’re not innovating or at least keeping up by taking risks and trying new things, you might be in trouble.
If you asked 100 business owners if “growth” (either in revenue or profit) was one of their top 3 goals, my guess is at least 95 would say yes (maybe even all 100). But where does growth come from?
- you can sell to new customers
- you can sell more stuff to existing customers
- you can sell new stuff
- you can raise prices on existing stuff
These are all valid strategies, some likely more difficult than others depending on your industry. In addition, some strategies may result in revenue growth but not necessarily profit growth. That is something you accounting data should tell you.
We know profit comes from risk, so instead of cutting costs, trying to sell more widgets, increasing efficiency or other “top 10 ways to increase profits” you found on Google, perhaps risk should considered as the most viable option for increasing profit.
Risk can take 2 forms – either taking risk away from your customers or taking risks in your own company by doing something different. The best thing about taking a risk is the upside potential. Yes, you could fall on your face - you’ll probably still learn something. But what if it works?
Apple could have remained a niche computer company and probably still been a tech giant. But look at what innovation did. Today Apple is everywhere and has changed many industries. (They also had a few flops along the way.)
Now, I’m certainly not suggesting taking crazy risks and potentially blowing up your whole business. Start small. Test on a segment of you business. Google gives its employees 20% of their work time to experiment, innovate and “blow stuff up”.
What if you took even 10% of your week (4 or 5 hours) and actually scheduled some brainstorming time? If you have a team, include them. Make it a priority. It may not be urgent, but it IS important work.
Please share your experience taking risk in the comments. What has worked, what hasn’t?