They take extraordinary risks so that we can be safe.
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But Matsushita, in Mr Kotter's view, was driven also by a much more personal rage to survive and so to take the kinds of risks that are needed when building an industrial empire.
If I take risks and lose so big that I debilitate myself then my family and my friends will surely suffer.
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This helps development managers see potential development risks so they can take action before they cost the company time and money.
"We had a great battle and there was no need to take stupid risks, so I had to cut the chicane, " he said.
And there is not a word in the Lisbon conclusions, for example, about slashing high marginal tax rates, so that people who take the big risks in this new economy can get to keep the big rewards.
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So sometimes you have to take the risks and try new things, and sometimes they fall flat in a concert, but some nights they click, and it's those nights that click that you can keep in mind and try to learn from.
If you make it more worthwhile for people to work productively and take risks, they will do so.
The right said that the best thing that government could do to is to lower the tax burden of business as well as upper middle class and wealthy Americans so that they would invest their money and take risks that were needed to grow the economy.
So it could be that their greater propensity to take risks rather than lack of coverage per se explains their higher death rates.
That is why my Administration has fought tirelessly to invest in entrepreneurs and small businesses so they can do what they do best -- take risks, develop new ideas, grow businesses, and create new jobs.
"I can understand my manager when he says that my season is over - I have been out for seven months and I must fulfil a complete 'pre-season', so it's logical that he won't take risks, " said Vermaelen.
Investors are completely rational. they take risks only if they get paid for doing so.
But equally, he says that there will not be profits in Newtrack, so it is hard to see why the private sector will take risks either.
The success of their assault, however, was not merely a matter of luck, but of heroes willing take the colossal risks and pay the cost, so that some could get through.
Another thing worrying Congress is that bailing out banks that have made bad decisions will encourage them to take even greater risks in the future - the so-called moral hazard problem.
It's much easier to have Fannie and Freddie take inordinate risks, even at taxpayer expense, so they can pay a political dividend called an "affordable housing trust fund" that politicians will disperse.
Moreover, the Japanese government forbids pharmaceutical companies to give information on the contraceptive use of the pill, so most of the women who take it have little knowledge of the risks and benefits.
But when the risks are so well known, why do people choose to take them?
So, upstream plays are becoming more challenging, and downside risks growing to take them on.
But share-price performance is not a formal factor that the board's remuneration committee is supposed to take into account when deciding bonuses - because to do so would give too great an incentive to the chief executive to take dangerous short-term risks to temporarily boost the share price.
So bridging that gap is a product challenge that I continue to encourage the team to take bigger chances and risks around.
Ultimately, we will need politicians who are willing to take huge risks in tackling some of the underlying problems with government -- or a scandal so severe that it creates real political pressure for incumbents to do something -- if we are to strengthen our processes and reduce the risks of the kinds of stories we saw this past week.
So, how can we possibly have more women involved in senior management leading to higher risk taking when women take fewer risks than men?
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