chapter three

Risk: Thinking Like an Entrepreneur

Joaquin spent the first twenty years of his career crafting public relations and marketing copy for various New York City advertising agencies. His employers and clients admired his ability to convey a product’s value to customers with just a few choice words. Despite a tumultuous adolescence, he had matured and worked hard to provide for his wife and two teenage children. To him, risk was a nasty four-letter word.

However, he felt bored cranking out the same old hype. Longing to make more of a difference in the world by starting a PR firm specializing in promotional campaigns for writers and artists, he stepped back and took stock of his life, both at home and on the job. “I can afford to gamble ...

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