“Changes came quickly, but they were based on direct engagement with customers.”  P 82

Billionaires are no more inclined towards risk than the average person.  The cliche of the entreprenurial risk taker is not true.   Instead billionaires do not over value what they already have and over wiegh the risks that they are taking.   These are both tendencies of the average person.   Billionaires do not take irrational risks they just see the risks more clearly and objectively not placing excessive weight to their view of risks.   (P119 / 120 paraphrased)

Billionaires often have parrel streams of income so they do not have all their eggs in one basket.  (P128 Paraphased)

“their definition of risk, is one that in the event of failure, to dust off and start again” P131  In other words billionaires are more resiliaiant.  They often don’t truely succeed until their third or fourth business.

“You can try and fail a hundred times , but you only have to get it right once”  MArk Cuban P135