Hi, Does anyone know what shop this is? Seems like it is rather unique writing/approach and I am thinking someone may have an idea. Thanks http://newyork.craigslist.org/mnh/acc/925238213.html "From an early age, we are all conditioned by our families, our schools, and virtually every other shaping force in our society to avoid risk. To take risks is inadvisable; to play it safe is the counsel we are accustomed both to receiving and to passing on. In the conventional wisdom, risk is asymmetrical; it has only one side, the bad side. In my experience - and all I presume to offer you today is observations drawn on my own experience, which is hardly the wisdom of ages - in my experience, this conventional view of risk is shortsighted and often simply mistaken. My first observation is that successful people understand that risk, properly conceived, is often highly productive rather than something to avoid. They appreciate that risk is an advantage to be used rather than a pitfall to be skirted. Such people understand that taking calculated risks is quite different from being rash. This view of risk is not only unorthodox, it is paradoxical - the first of several paradoxes which I'm going to present to you today. This one might be encapsulated as follows: playing it safe is dangerous. Far more often than you would realize, the real risk in life turns out to be the refusal to take a risk."