There’s a philosophical concept in theology saying that a perfect God is not capable of flaw.

We’re here to discuss SaaS companies and tech CEOs practices. Not God. But in the same way, there is no such thing as a low-risk move.

Sometimes doing the risky move is likelier to lead to a safer outcome. Simply because by not doing anything, that becomes a risk in itself.

By the definition of the dictionary, we understand by risk the following: “a situation involving exposure to danger.”

In the same way that a perfect Creator is not capable of flow (and thus not perfect), exposing your company to danger might take you to the safer path.

And we’ve seen it so many times in the history of tech companies. Apple, Microsoft, IBM etc. It’s Clayton Christensen’s innovator dilemma. Sure, risk meant innovation when these giants failed to innovate.

But for you, it might mean something else. Risking could mean something like getting rid of staff. Or focusing on a new niche, rather than staying in the same one. It could mean shifting gears towards reducing user churn rather than following growth — or it could be tightening up the customer acquisition cost rates.

You know it better than I do — what’s risky for you.

And to leave on an uplifting note, somewhere deep down inside you know what you should be doing but are not doing. It’s our human detector for growth that our ancestors (those who have reproduced) have had along two world wars, the great plague and twelve extinction level events.

If they wouldn’t have had that in themselves amongst so many generations, you wouldn’t be here.

So you know what’s there to be done. Biologically speaking, at least.

About Ch Daniel

I run Chagency_, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

If I’ve brought you any kind of value, follow me and get in touch here: LinkedIn | Twitter | Email | Quora | YouTube (same content but in video)

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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Illustration Credits: Matt Chinworth