Business 101 starts with defining a business model that solves a real problem for a set of people, and doing so at a price which people will pay to address their need. This business model will account for risks, and a conscious decision is made to pursue the business (or not) based on these risks. In some cases, the risks are very high and the potential rewards correspondingly high. The most extreme of these are called "bet the company" decisions - and rightfully so, the risks are realized it could destroy the company. The fundamental concept that both extremes are possible serves as an internal regulator for decisions