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Can You Handle the Investment Risk?

Make sure your risk tolerance and investment strategy align.

This story appears in the January 2009 issue of Entrepreneur. Subscribe »

As entrepreneurs, we pride ourselves on being -takers. But when it comes to investing, we tend to be protective of the we've worked so hard for. That's why, when the industrial average plunged 22.1 percent in eight trading sessions last October to its lowest level in five years, even the bravest investors started dumping shares and fleeing to the safety of cash.

The reality is that no --not even a blue chip company like GM or --is 100 percent safe, and investors who put their money in the market, hoping to average an 8 percent to 10 percent return, risk losing their entire investment if the market goes south and the company files for bankruptcy. Unfortunately, investors who panic when the market collapses, hoping to jump back in when the market rebounds, generally end up losing their initial investment as well as the opportunity for upside. Trying to time the market is a surefire way to watch your nest egg shrink to zero.

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