The most basic instinct in human beings and the question the entire human body is asking every second of every day is:
Am I safe?
No matter what age, role or status, every human is unconsciously and repeatedly asking themselves that one question.
A small number of risk-takers are willing to gamble on something substantially new and different. But 85% of all people do not like taking chances and prefer to avoid risk in order to feel safe. This explains why the hidden element behind all successful innovation is the perception of low risk. The good news is a company can provide everything a customer needs to feel safe by following The Low Risk Recipe.
Today a new landscape of risk has emerged, led by the Covid-19 pandemic, that has a profound effect on how people evaluate and buy new products. There is an increased level of unpredictability in the economy and in society that represent enormous risk for both customers and end users.
These risks are increasingly focused on health and sustainability, but include factors such as: domestic political polarization, cyberattacks and technical/infrastructure security, climate change, and an information ecosystem that is plagued with fake and biased news.