It is a simple question, really. To ask yourself the Why behind your business than the What. When Maggi launched the ‘Atta’ version, it changed its brand slogan to ‘Taste Bhi, Health Bhi’. Although it did not come soon after the ‘maida’ version, which was the original and sold and loved as much as any comfort food around the world, it came after the health conscious took a backseat as started labelling it as fast food.

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If you believe that entrepreneurs are simply risk takers, you are wrong. If they had been perpetual risk takers they wouldn’t make for great success stories. They are known for their ability to take “calculated” risks, and also for designing “contingency plans” or alternative plans of action to a risky business situation. It is important for budding entrepreneurs to learn from the great successes of established business enterprises the ability to view risk as not negative but incredibly positive.

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