We often use the words "risk" and "uncertainty" interchangeably, but they represent very different concepts. Confusing them can lead to poor decision-making.

Risk is when you know the possible outcomes and you know the probability of each one occurring. Think of rolling a die. You know you can get a number from 1 to 6, and each has a 1/6 chance. You can calculate the odds.

Uncertainty, on the other hand, is when the possible outcomes are unknown, or their probabilities cannot be calculated. You are flying blind. Starting a completely new type of business in a new market is a situation of high uncertainty.

ChooseSafe is designed to help you navigate uncertainty. When you can't calculate the risk, the safest move is to take a small, reversible step that helps you turn uncertainty into risk. By taking a small action, you learn more about the possible outcomes and can start to assign probabilities. You turn the unknown into the known, one safe step at a time.