Brand U’s take risk and are thrill seekers. The dictionary defines risk as the “potential for the realization of unwanted negative consequences of an event.” So, Murphy is alive and well – if something can happen, it will. We can try to understand and anticipate Murphies or we can be victimized by them. The choice is ours. Brand U’s control Murphies through risk management.
Risk exists in all activities from crossing a street to starting a business. Why do we bother looking both ways when we cross a street? We look for possible sources of risk like a truck pancaking us as we cross the street.