I think that, all too often, people have the wrong attitude when it comes to risk.  Risk is not something that can be (or even should be) eliminated.  The old cliche “no risk, no reward” is a cliche because it is true.  Clearly, whenever we are trying to break new ground, do something new, connect with customers or consumers in a way that has never been done, there is going to be risk.  Even if we have been super successful every time before, there is still risk.  Just ask Jerry Bruckheimer and Johnny Depp about The Lone Ranger.

If you try to eliminate risk, though, you will undoubtedly be unsuccessful and will go crazy trying.  We just cannot control all the elements at play.  What we can do, though, is mitigate risk.  We can identify, understand, and manage risk.  We can hedge risk.

Brand ManageCamp 2013 speaker Peter Skarzynski knows a little something about mitigating risk.  He is the author of “Innovation To The Core” and he is going to be talking to us about a concept called ‘agile commercialization’ which, once understood, can help us re-frame and mitigate uncertainty by focusing on the very specific unknowns of a given opportunity or concept.

Don’t miss Peter Skarzynski and 13 other amazing speakers at Brand ManageCamp 2013, Sept 16-17 in Las Vegas.  Register by July 31st to save $200.

Special thanks to Hugh MacLeod at Gapingvoid for the cartoon.  If you like it, please pass it along!  Also, I hope you’ll consider liking it on Facebook.  You can also follow us on Twitter and join our group on LinkedIn.

I hope we get to see you in Las Vegas!

Len Herstein
CEO
ManageCamp Inc.