Things that feel risky

Seth Godin

by Seth Godin

February 14, 2026

AI-Generated Deep Dive Summary

In today's competitive business landscape, many perceive certain actions as risky, often leading them to shy away in favor of safer alternatives. However, these perceived risks might actually be the safest path forward, especially in business and marketing. Taking calculated risks can drive innovation and growth, challenging the conventional mindset that equates risk with danger. Fear of failure often holds businesses back from pursuing opportunities that could lead to breakthroughs. By reframing perceived risks as potential opportunities, companies can unlock new avenues for success. This shift in perspective is crucial for fostering innovation and staying ahead in a rapidly evolving market. In marketing, stepping out of comfort zones can yield significant rewards. Trying new strategies or experimenting with branding can set a company apart from competitors and resonate more effectively with target audiences. These calculated risks, when well-assessed, are often the key to standing out and achieving long-term success. Understanding how to evaluate these perceived risks is essential. By assessing potential challenges and aligning actions with strategic goals, businesses can turn risky endeavors into strategic moves that drive growth. This approach not only builds resilience but also positions companies for sustained progress in an uncertain world. Ultimately, embracing what feels risky can be a powerful tool for business leaders seeking to

Verticals

businessmarketing

Originally published on Seth Godin on 2/14/2026