"We wanted to expand the brand presence quicker and de-risk the business model, " says Karen Luey, chief financial officer of the Emeryville, Calif.

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But now that the major indices have bumped into some resistance on the charts, it will be very interesting to see whether traders decide to de-risk or re-risk from here.

FORBES: What is the Difference Between De-Risking and Raising Cash?

If you find yourself in this position, first objectively determine execution confidence within the five parameters above, then either adjust spending velocity appropriately or take steps to de-risk the execution.

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Japan is positioned by size of its debt to be at risk of de-leveraging, but this is unlikely to happen in the immediate future.

FORBES: Japan: Land of the Rising Sum

Senior business leaders will need to sponsor this mindset shift and challenge the status quo engrained in so many organizations, or risk being de-positioned by a competitor who becomes more productive.

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This will instantly raise people's aversion to risk: they will do instant de-risking of their own portfolios and you may come to a point where one bank refuses to lend to another.

BBC: Ten points on the Euro crisis

There isn't a high risk, there has been no significant de-leveraging since the 1990's.

FORBES: Japan: Land Of The Rising Sum

The risk is, though, that the coalition spends long periods stuck in the sidings going nowhere rather than risk another disagreement or the consequences of de-coupling.

BBC: Coalition: derailed or back on track?

At the risk of oversimplifying, it seems that I-It has become the de facto commercial approach, and I-You is the artistic approach.

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