Chasing Cool - Taking risks

"The Greatest Risk is Not Taking One"  As you get older, you seem to take fewer risks. I first noticed this a long time ago when I taught skiing. It was a lot easier to teach children to ski than adults, probably because they don't fear the consequences. We learn lessons that help us avoid circumstances and situations that can get us into trouble. What's unfortunate is that these lessons also give us an unreasonable fear of risk and failure.

This carries into our lives as marketers. Trying something new, taking a risk without guaranteed success is certainly not encouraged in agencies or corporate marketing departments. Everyone wants a sure thing. Unfortunately, the sure things usually involve short-term, relatively minor results. The book brings up the case of Barney's, an upscale retailer who one of the authors worked for and guided to it's current success. Gene Pressman gives examples of how he guided the company into an expansion that, although seemed like a good idea at the time, ultimately resulted in the closing down several stores and damaging the brand. It's not too common to see the authors of these types of books admit mistakes. If Gene had not taken these kind of risks, however, Barney's wouldn't be where it is today.

Take risks, live. - Paul Herring