A client recently shared his worry about taking on new marketing approaches, which included an effort to become credibly visible in a variety of marketing channels rather than centering all of his efforts on a single marketing avenue as he had in the past. Nothing especially shocking, but my client (risk-averse, like so many lawyers) was almost paralyzed.
A Seth Godin blog post casts light on that client’s situation by untangling risk and uncertainty:
Uncertainty is not the same as risk… Uncertainty implies a range of possible outcomes. But a range of results, all uncertain, does not mean you are exposing yourself to risk.(Emphasis added.)