Entrepreneur Quotes

An entrepreneur sees things not only for what they are, but also for what they could be.

Persistence. Perfection. Patience. Power. Prioritize your passion. It keeps you sane.

The type of person you are is usually reflected in your business. To improve your business, first improve yourself.

When you work on something that only has the capacity to make you 5 dollars, it does not matter how much harder you work – the most you will make is 5 dollars.

Money is always eager and ready to work for anyone who is ready to employ it.

If there is one trait that your brand must speak of, it is trust.

Your brand must communicate the value that you bring to a working relationship.

This defines entrepreneur and entrepreneurship - the entrepreneur always searches for change, responds to it, and exploits it as an opportunity.

The best entrepreneurs know this: every great business is built around a secret that’s hidden from the outside. A great company is a conspiracy to change the world; when you share your secret, the recipient becomes a fellow conspirator.

And then there is the most dangerous risk of all -- the risk of spending your life not doing what you want on the bet you can buy yourself the freedom to do it later.

The most valuable businesses of coming decades will be built by entrepreneurs who seek to empower people rather than try to make them obsolete.

The lesson here is very simple. But it is striking how often it is overlooked. We are so caught in the myths of the best and the brightest and the self-made that we think outliers spring naturally from the earth. We look at the young Bill Gates and marvel that our world allowed that thirteen-year-old to become a fabulously successful entrepreneur. But that's the wrong lesson. Our world only allowed one thirteen-year-old unlimited access to a time sharing terminal in 1968. If a million teenagers had been given the same opportunity, how many more Microsofts would we have today?

If you are going to be in business, you must learn about money: how it works, how it flows, and how to put it to work for you.

But while my inner voice was clearly telling me I was at my core an entrepreneur, it's inconvenient to decide at twenty-three that you can't really work for other people.

Superstar lawyers and math whizzes and software entrepreneurs appear at first blush to lie outside ordinary experience. But they don't. They are products of history and community, of opportunity and legacy. Their success is not exceptional or mysterious. It is grounded in a web of advantages and inheritances, some deserved, some not, some earned, some just plain lucky--but all critical to making them who they are. The outlier, in the end, is not an outlier at all.

If you want to understand the entrepreneur, study the juvenile delinquent. The delinquent is saying with his actions, "This sucks. I'm going to do my own thing.

You know you're doing what you love when Sunday nights feel the same as Friday nights....

Youngsters want to change world. Elders want to enjoy their works. The entrepreneur sells anything needed by both to win their desires.

A work-in-progress generates its own energy field. You, the artist or entrepreneur, are pouring love into the work; you are suffusing it with passion and intention and hope.

The road of life is strewn with the bodies of promising people. People who show promise, yet lack the confidence to act. People who make promises they are unable to keep. People who promise to do tomorrow what they could do today. Promising young stars, athletes, entrepreneurs who wait for promises to come true. Promise without a goal and a plan is like a barren cow. You know what she could do if she could do it, but she can't. Turn your promise into a plan. Make no promise for tomorrow if you are able to keep it today. And if someone calls you promising, know that you are not doing enough today.

Social entrepreneurs are not content just to give a fish or teach how to fish. They will not rest until they have revolutionized the fishing industry.

Entrepreneurs and their small enterprises are responsible for almost all the economic growth in the United States.

My Creed I do not choose to be a common man, It is my right to be uncommon … if I can, I seek opportunity … not security. I do not wish to be a kept citizen. Humbled and dulled by having the State look after me. I want to take the calculated risk; To dream and to build. To fail and to succeed. I refuse to barter incentive for a dole; I prefer the challenges of life To the guaranteed existence; The thrill of fulfillment To the stale calm of Utopia. I will not trade freedom for beneficence Nor my dignity for a handout I will never cower before any master Nor bend to any threat. It is my heritage to stand erect. Proud and unafraid; To think and act for myself, To enjoy the benefit of my creations And to face the world boldly and say: This, with God’s help, I have done All this is what it means To be an Entrepreneur.

If you are on social media, and you are not learning, not laughing, not being inspired or not networking, then you are using it wrong.

The true entrepreneur is a doer, not a dreamer.

I want to see a world in which entrepreneurs give time to their visions to reality so that they have more money, more family time, and more support, a world in which they can stop working so hard and start living!

Opportunists seek for a chance. Entrepreneurs make new chances.

We must learn what customers really want, not what they say they want or what we think they should want.

We love being mentally strong, but we hate situations that allow us to put our mental strength to good use.

As an entrepreneur in India put it: 'Indians have learned from painful experience that the state does not work on behalf of the people. More often than not, it works on behalf of itself.

The vocation of pastor(s) has been replaced by the strategies of religious entrepreneurs with business plans.

Success in life is not for those who run fast, but for those who keep running and always on the move.

Entrepreneurs are heroes in our society. They fail for the rest of us.

The most important purpose of any product is to satisfy a customer’s need and not the entrepreneur’s need.

Communication is how entrepreneurs tell their story, which, in turn, should inspire employees to work smart and encourage customers to action.

Society flourishes when people think entrepreneurally.

A failed entrepreneur has just passion but a successful one knows how to plan to keep that passion alive.

Simplicity is complex. It's never simple to keep things simple. Simple solutions require the most advanced thinking.

Reading is good, action is better.

Throwing yourself into a job you enjoy is one of the life's greatest pleasures!

Entrepreneurs never get to the realization of their vision by doing what got them to the point they are currently at.

Sometimes they are just undifferentiated hobbies just like what many others have but we forget to see that in our entrepreneurial rush of excitement.

Entrepreneurship is "risky" mainly because so few of the so-called entrepreneurs know what they are doing.

On Startups: "I hate it when people call themselves "entrepreneurs" when what they're really trying to do is launch a startup and then sell or go public, so they can cash in and move on.

Firestarters are flexible. They recognize situational needs and are able to flow into the accessible role identity most relevant to overcome emergent challenges.

Every entrepreneur faces mediocre moments or points in their careers when they are not meeting their goals. What they do in response to these shortcomings is what either leads them astray or guides them to success.

I'm going to ask you to remember the prostituted, the homeless, the battered, the raped, the tortured, the murdered, the raped-then-murdered, the murdered-then-raped; and I am going to ask you to remember the photographed, the ones that any or all of the above happened to and it was photographed and now the photographs are for sale in our free countries. I want you to think about those who have been hurt for the fun, the entertainment, the so-called speech of others; those who have been hurt for profit, for the financial benefit of pimps and entrepreneurs. I want you to remember the perpetrator and I am going to ask you to remember the victims: not just tonight but tomorrow and the next day. I want you to find a way to include them -- the perpetrators and the victims -- in what you do, how you think, how you act, what you care about, what your life means to you. Now, I know, in this room, some of you are the women I have been talking about. I know that. People around you may not. I am going to ask you to use every single thing you can remember about what was done to you -- how it was done, where, by whom, when, and, if you know -- why -- to begin to tear male dominance to pieces, to pull it apart, to vandalize it, to destabilize it, to mess it up, to get in its way, to fuck it up. I have to ask you to resist, not to comply, to destroy the power men have over women, to refuse to accept it, to abhor it and to do whatever is necessary despite its cost to you to change it.

if you cannot fail, you cannot learn.

Every entrepreneur should spend time with all their employees, individually and collectively. It is the only way to understand what they want, what is in it for them, what they are hoping to achieve, and what they aspire to become.

life shrinks and expands on the proportion of your willingness to take risks and try new things.

As you consider building your own minimum viable product, let this simple rule suffice: remove any feature, process, or effort that does not contribute directly to the learning you seek.

Poverty is not only a lack of money, it's a lack of sense of meaning.

And those who urge entrepreneurs to never give up? Charlatans. Sometimes you have to give up. Sometimes knowing when to give up, when to try something else, is genius. Giving up doesn’t mean stopping. Don’t ever stop. Luck plays a big role. Yes, I’d like to publicly acknowledge the power of luck. Athletes get lucky, poets get lucky, businesses get lucky. Hard work is critical, a good team is essential, brains and determination are invaluable, but luck may decide the outcome. Some people might not call it luck. They might call it Tao, or Logos, or Jñāna, or Dharma. Or Spirit. Or God. Put

What Musk has developed that so many of the entrepreneurs in Silicon Valley lack is a meaningful worldview. He’s the possessed genius on the grandest quest anyone has ever concocted. He’s less a CEO chasing riches than a general marshaling troops to secure victory. Where Mark Zuckerberg wants to help you share baby photos, Musk wants to . . . well . . . save the human race from self-imposed or accidental annihilation.

A startup is a human institution designed to create a new product or service under conditions of extreme uncertainty.

Today’s society is no longer Foucault’s disciplinary world of hospitals, madhouses, prisons, barracks, and factories. It has long been replaced by another regime, namely a society of fitness studios, office towers, banks, airports, shopping malls, and genetic laboratories. Twenty-first-century society is no longer a disciplinary society, but rather an achievement society [Leistungsgesellschaft]. Also, its inhabitants are no longer “obedience-subjects” but “achievement-subjects.” They are entrepreneurs of themselves.

We seldom consider how much of our lives we must render in return for some object we barely want, seldom need, buy only because it was put before us...And this is understandable given the workings of our system where without a job we perish, where if we don't want a job and are happy to get by we are labeled irresponsible, non-contributing leeches on society. But if we hire a fleet of bulldozers, tear up half the countryside and build some monstrous factory, casino or mall, we are called entrepreneurs, job-creators, stalwarts of the community. Maybe we should all be shut away on some planet for the insane. Then again, maybe that is where we are.

Success usually comes to those who are too busy to be looking for it.

Clarity of mission is important for acceleration. If you have a mission, but others don’t understand or your actions contradict it, then it will be less contagious.

Do you know great minds enjoy excellence, average minds love mediocrity and small minds adore comfort zones?

It is not the fault of the entrepreneurs that the consumers, the people, the common man, prefer liquor to Bibles and detective stories to serious books, and that governments prefer guns to butter. The entrepreneur does not make greater profits in selling bad things than in selling good things. His profits are the greater the better he succeeds in providing the consumers with those things they ask for most intensely.

Freedom in any moment is a product of two things: the autonomy you feel and the support for autonomy that the moment allows.

Find something you love and go for it with all your heart. No excuses, no plan B. Never settle for anything less than you know you can do. It will be hard, but I promise it will be worth it.

Never forget why you’re really doing what you’re doing. Are you helping people? Are they happy? Are you happy? Are you profitable? Isn’t that enough?

Incidentally, sir, while we're on the topic of yoga - may I just say that an hour of deep breathing, yoga, and meditation in the morning constitutes the perfect start to the entrepreneur's day. How I would handle the stresses of this fucking business without yoga, I have no idea. Make yoga a must in all Chinese schools - that's my suggestion.

When in doubt, simplify.

If you love your work, if you enjoy it, you're already a success.

Your customers are always changing and so are their values, perceptions, and needs. Having up-to-date knowledge about them will help you in satisfying their needs as well as delighting them.

I'm convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.... Unless you have a lot of passion about this, you're not going to survive. You're going to give it up. So you've got to have an idea, or a problem or a wrong that you want to right that you're passionate about; otherwise, you're not going to have the perseverance to stick it through.

I put zero weight into anyone’s opinion about me because I know exactly who I am. Can you say the same? When

Technology is unavoidable and it’s not about what they feel, it’s about what their customers want.

The lifecycle of a highly successful product is like the curve of a hill. It goes down, up, and then down again.

If people have tasted the convenience, ease, and time-saving effects of a product, they won’t go back.

Apparently, sir you Chinese are far ahead of us in every respect, except that you don’t have entrepreneurs. And our nation, though it has no drinking water, electricity, sewage system, public transportation, sense of hygiene, discipline, courtesy, or punctuality, ‘’does’’ have entrepreneurs. Thousands and thousands of them. Especially in the field of technology. And these entrepreneurs—"we" entrepreneurs—have set up all these outsourcing companies that virtually run America now.

I like Texas and Texans. In Texas, everything is bigger. When Texans win, they win big. And when they lose, it's spectacular. If you really want to learn the attitude of how to handle risk, losing and failure, go to San Antonio and visit the Alamo. The Alamo is a great story of brave people who chose to fight, knowing there was no hope of success against overwhelming odds. They chose to die instead of surrendering. It's an inspiring story worthy of study; nonetheless, it's still a tragic military defeat. They got their butts kicked. A failure if you will. They lost. So how do Texans handle failure? They still shout, "Remember the Alamo!" That's why I like Texans so much. They took a great failure and turned it into a tourist destination that makes them millions. Texans don't bury their failures. They get inspired by them. They take their failures and turn them into rallying cries. Failure inspires Texans to become winners. But that formula is not just the formula for Texans. It is formula for all winners.

What does it mean to grow rich? Is it to have red-blooded adventures and to make a ‘fortune,’ which is what brought the whalers and other entrepreneurs north? Or is it, rather, to have a good family life and to be imbued with a far-reaching and intimate knowledge of one’s homeland, which is what the Tununirmiut told the whalers at Pond’s Bay wealth was? Is it to retain a capacity for awe and astonishment in our lives, to continue to hunger after what is genuine and worthy? Is it to live at moral peace with the universe?

There is only one valid definition of business purpose: to create a customer.

Firestarters aren’t born lucky. They manufacture it.

to be successful, you have to be out there, you have to hit the ground running

The strategy for the discoverers and entrepreneurs is to rely less on top-down planning and focus on maximum tinkering and recognizing opportunities when they present themselves. So I disagree with the followers of Marx and those of Adam Smith: the reason free markets work is because they allow people to be lucky, thanks to aggressive trial and error, not by giving rewards or “incentives” for skill. The strategy is, then, to tinker as much as possible and try to collect as many Black Swan opportunities as you can.

Hard work without a solid plan isn’t likely to get you where you want to be. You need to be teachable; you need to be dedicated, and you need to work smart.

The big question of our time is not Can it be built? but Should it be built? This places us in an unusual historical moment: our future prosperity depends on the quality of our collective imaginations.

Even though change is an important part of growth, we still face a hard time liking it. We try to resist it for as long as we can before giving up. Not just in our personal lives, but even in our professional lives

Passion and drive are not the same at all. Passion pulls you toward something you cannot resist. Drive pushes you toward something you feel compelled or obligated to do. If you know nothing about yourself, you can't tell the difference. Once you gain a modicum of self-knowledge, you can express your passion.....It's not about jumping through someone else's hoops. That's drive.

Entrepreneurship rests on a theory of economy and society. The theory sees change as normal and indeed as healthy. And it sees the major task in society - and especially in the economy - as doing something different rather than doing better what is already being done. That is basically what Say, two hundred years ago, meant when he coined the term entrepreneur. It was intended as a manifesto and as a declaration of dissent: the entrepreneur upsets and disorganizes. As Joseph Schumpeter formulated it, his task is "creative destruction.

It was Thomas Edison who brought us electricity, not the Sierra Club. It was the Wright brothers who got us off the ground, not the Federal Aviation Administration. It was Henry Ford who ended the isolation of millions of Americans by making the automobile affordable, not Ralph Nader. Those who have helped the poor the most have not been those who have gone around loudly expressing 'compassion' for the poor, but those who found ways to make industry more productive and distribution more efficient, so that the poor of today can afford things that the affluent of yesterday could only dream about.

I've been lucky enough now in my life to meet all sorts of extraordinary and accomplished people - world leaders, inventors, musicians, astronauts, athletes, professors, entrepreneurs, artists and writers, pioneering doctors and researchers. Some (though not enough) of them are women. Some (though not enough) are black or of color. Some were born poor or have lives that to many of us would appear to have been unfairly heaped with adversity, and yet still they seem to operate as if they've had every advantage in the world. What I've learned is this: All of them have had doubters. Some continue to have roaring, stadium-sized collection of critics and naysayers who will shout I told you so at every little misstep or mistake. The noise doesn't go away, but the most successful people I know have figured out how to live with it, to lean on the people who believe in them, and to push onward with their goals.

The basic and most fundamental element to business is creating value - creating value for others and making their lives better in some way. If you can do that, put a price on it, communicate it clearly and get it to buyers….. you’re in business.

More often than not, that was a tough sell. If you go to a business and tell it you can save it $50,000 per year in labor costs if it eliminates this one job, then your AI product better eliminate that entire job. Instead, what entrepreneurs found was that their product was perhaps eliminating one task in a person’s job, and that wasn’t going to be enough to save their would-be customer any meaningful labor costs. The better pitches were ones that were not focused on replacement but on value. These pitches demonstrated how an AI product could allow businesses to generate more profits by, say, supplying higher quality products to their own customers. This had the benefit of not having to demonstrate that their AI could perform a particular task at a lower cost than a person. And if that also reduced internal resistance to adopting AI, then that only made their sales task easier. The point here is that a value-enhancing approach to AI, rather than a cost-savings approach, is more likely to find real traction for AI adoption.

I do not choose to be a common person. It is my right to be uncommon-- if I can. I seek opportunity--not security. I do not wish to be a kept citizen, humbled and dulled by having the State look after me. I want to take the calculated risk--to dream and to build, to fail and to succeed. I refuse to barter incentive for a dole; I prefer the challenges of life to the guaranteed existence, the thrill of fulfillment to the stale calm of Utopia. I will not trade freedom for beneficence nor my dignity for a handout. I will never cower before any master nor bend to any threat. It is my heritage to stand erect, proud and unafraid, to think and to act for myself, to enjoy the benefit of my creations and to face the world boldly and say, This, with God's help, I have done. All this is what it means to be an Entrepreneur!

Perhaps the most meaningful exchange I had on the subject was a completely random discussion with my uncle Martin at my parents’ annual summer pool party. Martin, a former entrepreneur who was now in the early stages of Alzheimer’s, turned to me and asked an intriguing question: “Which is more exciting to you? Reality or memory?” I paused, considered it, and said, “I wish I could say reality, but it’s probably memory.” And then I asked, “What about you?” At which point Martin stared blankly back at me and asked, “What was the question?

An idea is like a play. It needs a good producer and a good promoter even if it is a masterpiece. Otherwise the play may never open; or it may open but, for a lack of an audience, close after a week. Similarly, an idea will not move from the fringes to the mainstream simply because it is good; it must be skillfully marketed before it will actually shift people's perceptions and behavior.

One of the newest figures to emerge on the world stage in recent years is the social entrepreneur. This is usually someone who burns with desire to make a positive social impact on the world, but believes that the best way of doing it is, as the saying goes, not by giving poor people a fish and feeding them for a day, but by teaching them to fish, in hopes of feeding them for a lifetime. I have come to know several social entrepreneurs in recent years, and most combine a business school brain with a social worker's heart. The triple convergence and the flattening of the world have been a godsend for them. Those who get it and are adapting to it have begun launching some very innovative projects.

In life, the question is not if you will have problems, but how you are going to deal with your problems. If the possibility of failure were erased, what would you attempt to achieve? The essence of man is imperfection. Know that you're going to make mistakes. The fellow who never makes a mistake takes his orders from one who does. Wake up and realize this: Failure is simply a price we pay to achieve success. Achievers are given multiple reasons to believe they are failures. But in spite of that, they persevere. The average for entrepreneurs is 3.8 failures before they finally make it in business. When achievers fail, they see it as a momentary event, not a lifelong epidemic. Procrastination is too high a price to pay for fear of failure. To conquer fear, you have to feel the fear and take action anyway. Forget motivation. Just do it. Act your way into feeling, not wait for positive emotions to carry you forward. Recognize that you will spend much of your life making mistakes. If you can take action and keep making mistakes, you gain experience. Life is playing a poor hand well. The greatest battle you wage against failure occurs on the inside, not the outside. Why worry about things you can't control when you can keep yourself busy controlling the things that depend on you? Handicaps can only disable us if we let them. If you are continually experiencing trouble or facing obstacles, then you should check to make sure that you are not the problem. Be more concerned with what you can give rather than what you can get because giving truly is the highest level of living. Embrace adversity and make failure a regular part of your life. If you're not failing, you're probably not really moving forward. Everything in life brings risk. It's true that you risk failure if you try something bold because you might miss it. But you also risk failure if you stand still and don't try anything new. The less you venture out, the greater your risk of failure. Ironically the more you risk failure — and actually fail — the greater your chances of success. If you are succeeding in everything you do, then you're probably not pushing yourself hard enough. And that means you're not taking enough risks. You risk because you have something of value you want to achieve. The more you do, the more you fail. The more you fail, the more you learn. The more you learn, the better you get. Determining what went wrong in a situation has value. But taking that analysis another step and figuring out how to use it to your benefit is the real difference maker when it comes to failing forward. Don't let your learning lead to knowledge; let your learning lead to action. The last time you failed, did you stop trying because you failed, or did you fail because you stopped trying? Commitment makes you capable of failing forward until you reach your goals. Cutting corners is really a sign of impatience and poor self-discipline. Successful people have learned to do what does not come naturally. Nothing worth achieving comes easily. The only way to fail forward and achieve your dreams is to cultivate tenacity and persistence. Never say die. Never be satisfied. Be stubborn. Be persistent. Integrity is a must. Anything worth having is worth striving for with all your might. If we look long enough for what we want in life we are almost sure to find it. Success is in the journey, the continual process. And no matter how hard you work, you will not create the perfect plan or execute it without error. You will never get to the point that you no longer make mistakes, that you no longer fail. The next time you find yourself envying what successful people have achieved, recognize that they have probably gone through many negative experiences that you cannot see on the surface. Fail early, fail often, but always fail forward.

Had I catalogued the downsides of parenthood, "son might turn out to be a killer" would never have turned up on the list. Rather, it might have looked something like this: 1. Hassle. 2. Less time just the two of us. (Try no time just the two of us.) 3. Other people. (PTA meetings. Ballet teachers. The kid's insufferable friends and their insufferable parents.) 4. Turning into a cow. (I was slight, and preferred to stay that way. My sister-in-law had developed bulging varicose veins in her legs during pregnancy that never retreated, and the prospect of calves branched in blue tree roots mortified me more than I could say. So I didn't say. I am vain, or once was, and one of my vanities was to feign that I was not.) 5. Unnatural altruism: being forced to make decisions in accordance with what was best for someone else. (I'm a pig.) 6. Curtailment of my traveling. (Note curtailment. Not conclusion.) 7. Dementing boredom. (I found small children brutally dull. I did, even at the outset, admit this to myself.) 8. Worthless social life. (I had never had a decent conversation with a friend's five-year-old in the room.) 9. Social demotion. (I was a respected entrepreneur. Once I had a toddler in tow, every man I knew--every woman, too, which is depressing--would take me less seriously.) 10. Paying the piper. (Parenthood repays a debt. But who wants to pay a debt she can escape? Apparently, the childless get away with something sneaky. Besides, what good is repaying a debt to the wrong party? Only the most warped mother would feel rewarded for her trouble by the fact that at last her daughter's life is hideous, too.)

You get the idea. Every business, like a painting, operates according to its own rules. There are many ways to run a successful company. What works once may never work again. What everyone tells you never to do may just work, once. There are no rules. You don't learn to walk by following rules. You learn by doing, and by falling over, and it's because you fall over that you learn to save yourself from falling over. It's the greatest thrill in the world and it runs away screaming at the first sight of bullet points.

Before I ever knew what the word Entrepeneur was, I realized in America and in the Western part of the world in general, you are given the opportunity to be whatever you want to be. And that is all anyone should ever expect from the Capitalist system. The rest is up to you. It's up to you to educate yourself. It's up to you to learn speaking skills and people skills. It's up to you to try (and usually fail, but to try again) all sorts of ventures. The rest is a combination of hard work, being at the right place ...at the right time...with the right thing...oh yes...and more (never ending) hard work.

My advice was to start a policy of making reversible decisions before anyone left the meeting or the office. In a startup, it doesn’t matter if you’re 100 percent right 100 percent of the time. What matters is having forward momentum and a tight fact-based data/metrics feedback loop to help you quickly recognize and reverse any incorrect decisions. That’s why startups are agile. By the time a big company gets the committee to organize the subcommittee to pick a meeting date, your startup could have made 20 decisions, reversed five of them and implemented the fifteen that worked.

Both political parties have moved to the right during the neoliberal period. Today’s New Democrats are pretty much what used to be called “moderate Republicans.” The “political revolution” that Bernie Sanders called for, rightly, would not have greatly surprised Dwight Eisenhower. The fate of the minimum wage illustrates what has been happening. Through the periods of high and egalitarian growth in the ‘50s and ‘60s, the minimum wage—which sets a floor for other wages—tracked productivity. That ended with the onset of neoliberal doctrine. Since then, the minimum wage has stagnated (in real value). Had it continued as before, it would probably be close to $20 per hour. Today, it is considered a political revolution to raise it to $15.

In theory, the risk of business failure can be reduced to a number, the probability of failure multiplied by the cost of failure. Sure, this turns out to be a subjective analysis, but in the process your own attitudes toward financial risk and reward are revealed. By contrast, personal risk usually defies quantification. It's a matter of values and priorities, an expression of who you are. "Playing it safe" may simply mean you do not weigh heavily the compromises inherent in the status quo. The financial rewards of the moment may fully compensate you for the loss of time and fulfillment. Or maybe you just don't think about it. On the other hand, if time and satisfaction are precious, truly priceless, you will find the cost of business failure, so long as it does not put in peril the well-being of you or your family, pales in comparison with the personal risks of no trying to live the life you want today. Considering personal risk forces us to define personal success. We may well discover that the business failure we avoid and the business success we strive for do not lead us to personal success at all. Most of us have inherited notions of "success" from someone else or have arrived at these notions by facing a seemingly endless line of hurdles extending from grade school through college and into our careers. We constantly judge ourselves against criteria that others have set and rank ourselves against others in their game. Personal goals, on the other hand, leave us on our own, without this habit of useless measurement and comparison. Only the Whole Life Plan leads to personal success. It has the greatest chance of providing satisfaction and contentment that one can take to the grave, tomorrow. In the Deferred Life Plan there will always be another prize to covet, another distraction, a new hunger to sate. You will forever come up short.