But business owners have a set of beliefs that helps them reduce their risk or at least their perceived risk: ♦ I’m in control of my own destiny. ♦ Risk is working for a ruthless employer. ♦ I can solve any problem. ♦ The only way to become a CEO is to own the company. ♦ There are no limits on the amount of income I can make. ♦ I get stronger and wiser every day by facing risk and adversity.
