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This story appears in the March 1998 issue of Business Start-Ups magazine.


You've decided you're ready to become aggressive in [launching your business], developing new products and entering new markets. You have [been urged to take these risks] by your most valued advisors, but you are a conservative individual. How do you handle the anxiety of living with risk?


Roberto Goizueta, the late chairman of Coca-Cola, once said, "If you take risks, you may still fail; but if you do not take risks, you will surely fail. The greatest risk of all is to do nothing."

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