Elliot Noss: What is a risk worth taking?

Risk is guaranteed in business. Success isn’t. Tucows and Ting CEO Elliot Noss knows two big reasons for taking the plunge. 

FAST COMPANY: What is a risk worth taking?

ELLIOT NOSS: What is a risk worth taking? A risk worth taking is defined by two things primarily: first that it’s big enough to really change the scope of the business, and second that it is driven by core competencies. So, let’s look at what’s a risk not worth taking: that’s one that might be an adjacency or something that requires new skills in the organization, or one that will actually risk the existing business.

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