In regards to risk, knowledge of our market is absolutely indispensable . If market dynamics have been studied carefully , risk from outside the company clients , regulators, competitors , and economic trendsare usually reduced. We assess all these factors plus our own ability to execute before taking the calculated risk. In addition to this, a physical representation of our thoughts and decisions is helpful. In particular, we develop and document our assumptions, so that we can most readily see when we are moving off the track. Thus, be aware is the most fitting mantra in approaching riskboth conceptually and on paper.