Risk aversion – fear of losing what you have earned by hard-work is the key here. The attitude prevails in families, customers, investers and even in aspiring e

Risk aversion – fear of losing what you have earned by hard-work is the key here. The attitude prevails in families, customers, investers and even in aspiring entrepreneurs. Even if they trust you, they don't want to bet on something that has a risk of failing. The attitude has developed over the many years due to the dismal socio-economic conditions and is completely justified. Until recently a successful business is a lottery that only a few could get either by many years of perseverance or by being lucky to have been born in a wealthy family. We not only need individual successes but these should be more visible similar to what we see in bollywood/cricket and people will start appreciating the potential on a wider scale.