1. Any new idea entails a risk , whether its within established corporates or starting the shop under a banyan tree. The framework within which you face the risk might be different though but situation net net remains stressful both ways.
2. Risk tolerance and innovation are inversely proportional and hence more innovative you have to be , keeping all other factors common , you should have nothing to lose.
3. Life is cyclic, its strange to see those who operates offline are not the only going online but other way around is also true, amazon has started offline and also any other biggies.
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