![\"Basic_Berkonomics_front_cover\"](\"https:\/\/berkonomics.com\/wp-content\/uploads\/2012\/10\/Basic_Berkonomics_front_cover.jpg\")
<\/a> What drove my brother and me to perform, to risk so much, to skirt bankruptcy, to press on again and again?\u00a0 For us, I believe it was two important things.\u00a0 First, our family DNA made us comfortable talking about risk and self-discovery in running a business, even without formal training.\u00a0 Second, and more importantly, my brother and I watched our dad run his business in the most conservative manner possible, refusing to expand or take risks, comfortable with a steady income and no prospects of building wealth through building business equity.\u00a0 Both of us reacted in different ways, but in common was the urge to take much more risk, to push the boundaries, to succeed spectacularly or fail and start again.\u00a0 We reacted to our view of dad\u2019s conservatism.<\/p>\n\u00a0[Email readers, continue here…]<\/span><\/em>\u00a0\u00a0 We tell the story that dad was offered the general store franchise in the brand new park in Anaheim soon to be built by Walt Disney.\u00a0 The price for the franchise in 1953 was $50,000.\u00a0\u00a0 Dad turned it down, stating that there was no chance of success for a park so far from downtown Los Angeles.\u00a0 His two sons observed, and perhaps reacted in later years by pushing to take the chance for themselves equal to that declined by dad.<\/p>\n Are you a DNA-based entrepreneur? Or are you starting out to build the next Cisco Systems because you know how your employer has failed to do so? Or do you want freedom from the senseless bureaucracy you face daily in your present job?\u00a0 Have you found the cure for cancer and need to bring it to the world?\u00a0 Or is your reason for risk more basic \u2013 that you found an easy opportunity to fill a need and you have the skill and desire to take that chance.<\/p>\n Think for a minute about your real reasons for taking this ride. It will help you to make better decisions about future risk, about your tolerance for it, and about your inner-self.<\/p>\n","protected":false},"excerpt":{"rendered":" My immediate family members were entrepreneurs from as far back as I can trace.\u00a0 Dad was a jeweler, then a furniture store owner.\u00a0 Mom wrote books and articles from her college days until she could no longer see the keyboard.\u00a0 … Continue reading