The Three Degrees of Risk

R-I-S-K: It’s amazing that so simple a four-letter word can be so complicated.

by Bruce W. Marcus
Professional Services Marketing 3.0

There are risks with dire consequences and risks with negligible consequences. There is risk in every human enterprise; in every trade or endeavor. We take risks, in varying degrees (and sometimes unwittingly) every day or our lives. There is even risk inherent in getting out of bed in the morning. But what – on any level – does risk really mean? Can risk be tamed?

Bruce W. Marcus

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There are different degrees of risk, depending upon how great the opportunity to profit if you succeed, how dangerous if the risk you take portends the possibility of failure, how much is at stake if you fail.

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Bruce W. Marcus



About the Author

Bruce W. Marcus remains a pioneer in the modern practices of professional services marketing even after his death in 2014 at age 89. He is the author of the seminal work, Professional Services Marketing 3.0, published by CPA Trendlines. he Association for Accounting Marketing named a lifetime achievement award in his honor.

In 1951 (with a degree in Economics and Philosophy), he joined the then-Big Eight accounting firm, Peat Marwick Mitchell to establish the firm’s library, where he developed an article writing and seminar program that successfully promoted the firm’s reputation.

He has served as a public relations and marketing executive or consultant to most of the international accounting firms, and many large and small law firms.

His book, Competing For Clients (1986) was one of the first to delineate the new practices of professional services marketing, followed by more than a dozen books on professional services marketing, real estate marketing, investor relations, and international accounting standards.

His first newsletter, The Marcus Report (1986), was followed by the award-winning www.marcusletter.com in 1995 — one of the longest running letters on marketing for lawyers and accountants.

He served on the editorial boards of several leading professional services publications, a contributor to many publications, and has been a keynote speaker at major conferences.

He taught one of the first courses in professional services marketing at the Fordham University Graduate School of Business, and lectures frequently at the Fordham University Law School.

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