Medici Effect: What You Can Learn from Elephants and Epidemics

CHAPTER fourteen

	How to Adopt a Balanced View of Risk
	ELEPHANTS AND EPIDEMICS

WE HUMANS are not exactly rational in how we think about risk. Emotions, and fear in particular, play a big part in our perception of possible loss versus potential gain. We need to understand more about this aspect of human psychology if we are to understand how people like Richard Branson and Howard Berke behave when facing risks at the Intersection. What are they doing to find the courage others seemingly cannot? And how can we emulate it? There are at least two different strategies we can follow:

Avoid behavioral traps relating to risk

Acknowledge risks ...