In Against the Gods: The Remarkable Story of Risk, the author says the mastery of risk is the foundation of modern life and is what divides modern from ancient times. Pretty heady stuff!
By consciously or unconsciously calculating probabilities, Brand U’s make intelligent decisions and take control of their lives. We don’t make a conscious risk analysis but intuitively look at alternatives at how we live day-to-day. When we’re confident of an outcome, we decide to do something. Rightness to do something comes when there’s congruence with our heart, head, and gut.[i]
[i] Bernstein, Peter, Against the Odds: The Remarkable Story of Risk, John Wiley, 1996.