Do you shy away from taking a risk, or do you consider it an adventure? It depends on your definition. The word “risk” has roots in the Italian word rischiare, meaning, “to dare.” Strike the right balance between risk and reward. Alberto Salazar, 3-time winner of the NY City Marathon said, "I had as many doubts as anyone. Standing on the starting line we are all cowards." Dare to sell to non-bookstore buyers.