Business is not (and has never been) rocket science — it - Josh Kaufman

Risks are known unknowns. Uncertainties are unknown unknowns.

Every successful business (1) creates or provides something of value that (2) other people want or need (3) at a price they're willing to pay, in a way that (4) satisfies the purchaser's needs and expectations and (5) provides the business sufficient revenue to make it worthwhile for the owners to continue operation.

The purpose of a customer isn’t to get a sale. The purpose of a sale is to get a customer. — BILL GLAZER, ADVERTISING