Are you in the market?

There are markets in India where you'd find hundreds of vegetable & grocery vendors stacking up their wares in numerous lines. Why? Because its safe. They do it because that's where customers come automatically. They also do it because they don't have to advertize or build their brand. Just show up with your goods, find a place and you are in business.

But the catch is, they don't have any chance of selling their wares at even a fraction of premium. They'd be lucky if they get the same price the neighboring stall charges.

There's another catch - when preferences shift, their products go out of fashion. Nobody wants them. Or their vegetables rot.

They don't get much of upside but bear a lot of downside.

Think about it. As an employee, your career is no different

Sometimes safe is risky.