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™.