Ed Pilkington: Marketing success requires an appetite for risk

Most great businesses were set up by people who were prepared to take risks. Any founder tends to be a risk-taker – someone with a compelling vision who is prepared to fail in pursuit of achieving that vision.
A lot of the brands that make up the business that I am in were set up by such people. So, it is interesting that as businesses grow there can be a feeling that the founding mentality of risk-taking dissipates.
What causes this feeling? Maybe it is the word ‘risk’, and wh