Address the risks taken by an entrepreeur

How to address the risks taken by an entrepreeur Jerry Kaplan talks about the different kinds of risks (market, financial and technical) that an entrepreneur faces when starting a company. The trick is to get the risk out as soon as possible. If your product is not obvious to the market you must go out into the market and explain it to them - that's an additional risk. Jerry shares the example of TiVo.