The Second Bounce of the Ball: Turning Risk into Opportunity

In this ground-breaking book, a globally respected figure in the business community uses his expertise to rethink attitudes to risk in business. RISK IS A FOUR LETTER WORD aims to encourage and advise the potential entrepreneur, divulging Cohen's own experiences and approaches to business to give the reader the skills necessary to turn daunting possibilities into successful ventures. Risk becomes a profitable opportunity when properly understood.Sir Ronald Cohen's own 'risk for profit' was to found Apax Partners in 1972, fighting against a predictable career and a sceptical environment in order to pursue his vision of creating an international firm that invested in companies capable of changing the world. Today, Apax Partners is a leading private equity firm, illustrating Cohen's Midas touch and validating his authority on the concept of risk.Cohen offers essential insights into every element of risk-taking. He addresses skills such as awareness, focus, determination and decisiveness while introducing crucial comparative tools, methods of risk calculation and risk psychology in order for the reader to effectively measure, manage and cope with risk in every type of investment.