In the latest AdAge, Redscout Founder and Chairman Jonah Disend and Uber Head of Brand Strategy Ian Chee spoke about embracing risk as an asset rather than a liability. Here's an excerpt below:
If we really loved risk, we would be scaling mountains, performing stunts or cave diving. Not working in marketing. But often, the way to create real business impact is tied to taking risks. The trick is that this requires marketers to stop associating risk with impending doom and to start viewing it as a gateway to new opportunity. In fact, a willingness to take risks is a marketer's greatest asset right now.
Now is the time for brands to go big or go home. It's time to stop mitigating risk by treating it as a debt we take on that needs to be paid off. Let's start viewing risks as assets that accrue toward a mission of greater magnitude. Understand risk as making something new, rather than giving something up: The idea of taking risk shouldn't ignite fear; it should move us to create something totally new.