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

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

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

Great people want to work on things that matter. Inevitably, a great person working on imaginary work will turn into an unsatisfied person.

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.

If you could taste words, most corporate websites, brochures, and sales materials would remind you of stale, soggy rice cakes: nearly calorie free, devoid of nutrition, and completely unsatisfying.