Risk

"Of course, "risk" is probably one of the most bandied-about words in marketing. EVeryone talks the game, but very few people have actually risked anything in their lives. The real risk-takers are those who know and have experienced the worst. They're not afraid of it. But the concept is not easy to embrace for some. Younger Singaporeans, for example, are very comfortable, and have been all their lives, and can't imagine what it would be like to have nothing. They're prone to be risk-averse. Whereas if you've been through a failure or two, you probably accept that it was a cost you have to bear, it was something you had to experience to understand the real world better, and you're prepared to take risks again in your desires to achieve your goal. Success in those conditions also toughens one's spirit and character, the kind of entrepreneurial stuff that helps build stronger nations. " Ian Batey