In Lucian’s first Financial Word of the year, he discusses why defining an offer in terms of risk is so counter-productive.
Why risk should not be central to your proposition
I think my favourite kinds of lightbulb moments are the ones when it dawns on me that concepts, or ideas, or even just words, that mean one thing to people who work in the industry mean something very different to real people who don’t.
I came across a perfect example recently in a research project originated by Boring Money chief Holly Mackay and led by brainy behavioural psychologist Paul Davies, looking at the meaning of that four-letter word so prominent on the investment side of our industry, “risk.”
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