Brain imaging studies have shown that humans are innately risk-averse, all thanks to our deep-seated fear of failure. In everyday situations - such as walking across a busy road or touching a hot oven - this kind of risk-aversion is designed to protect us.

But this need to survive has slipped into all areas of our lives - including business. As a marketing executive, you’re assessed from all corners. Colleagues, clients and other stakeholders are watching your every move. If you do take a risk and it fails, the consequence seems much greater. 

But - deep down - we all know that risk-taking is one of the keys to innovation. It’s what sets companies like Apple, Burger King, Nike and Cadburys apart. 

To innovate, we need to move away from the comfort zones we’ve created and into stretch zones, where risk is seen as an opportunity, not a threat. Here, we explore three reasons why risk-taking is a must for every marketing team.

1. It gives marketers a competitive edge

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