risky business

if you don't read seth godin's blog ... you should. he's brilliant. the marketing guru himself has been a staple in my daily blog readings for years. as of late, i haven't had the chance to read much of anything and decided to play a little blog roulette for one last bout of validation that some risky decisions i'm about to make are sane to those who i admire. thanks seth for reminding me that actual risks are what set a part those who actualize their potential and those who don't. from the man himself:

Apparent risk and actual risk

There are people who I will never encounter in a restaurant.

That's because when these people go out for dinner, they go to chain restaurants. These are the tourists in New York who seek out the familiar Olive Garden instead of walking down the street to Pure.

That's fine. It's a personal choice.

But it got me thinking about the difference between apparent and actual risk, and how that choice affects just about everything we do.

The concierge at a fancy hotel spends her time helping tourists and business travelers avoid apparent risk. She'll book the boring, defensible, consistent tour, not the crazy guy who's actually a trained architect and a dissident. She'll recommend the restaurant from Zagats, not from Chowhound.

Apparent risk is what keeps someone working at a big company, even if it's doing layoffs. It feels safer to stay there than to do the (apparently) insanely risky thing and start a new venture.

Apparent risk is what gets someone who is afraid of plane crashes to drive, even though driving is more dangerous.

Apparent risk is avoiding the chance that people will laugh at you and instead backing yourself into the very real possibility that you're going to become obsolete or irrelevant.

When things get interesting is when the apparently risky is demonstrably safer than the actually risky. That's when we sometimes become uncomfortable enough with our reliance on the apparent to focus on the actual. Think about that the next time they make you take off your shoes at the airport.