As a business coach, I work with my clients on exploring risk vs. reward with every decision. As much as I believe that a woman entrepreneur must be fearless in order to build a business: fearless does not mean unintelligent. There will always be risks in business, but a successful entrepreneur knows how to measure the risk vs. the reward. The most important part of the puzzle is that the reward must take you closer to your goal. If you don't have goals for your business than measuring risk vs. reward is just an exercise in futility. Let me explain why.