Rethinking the Stereotype of the Entrepreneur

When people think of “entrepreneurs,” many think of bold personalities like Richard Branson or whiz kids like Mark Zuckerberg, but the truth is a bit less dramatic. A new study from think tank Demos surveyed 1,000 British entrepreneurs and found that, far from being risk-takers, only a quarter enjoyed taking risks, and 73% believed their businesses offered incremental improvements rather than ground-breaking innovations.

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