You can't really bet multiple lifetimes on something. You only have one of them So you really need to consider the risk and ease of undo. In business, if you invest a small amount of money It's very easy to undo And the upside is enormous Because it's uncapped For example, you could cap your downside at like I don't know a hundred bucks But so the maximum you could lose is a hundred dollars If you're testing ads on Facebook or whatever,. The maximum you could losing is a hundred pounds Or even just $1 million - that's how much an ad company will let you test for before they roll out their service. This kind of thing has huge upside potential because