There are four types of risk personalities (that we all demonstrate depending on the situation): Risk Ignorant – They don't even see the risks. These are people who just can't imagine things not working out. They underestimate the probability and/or consequence of a failed operation. To them, it's all upside. Risk Adverse – They avoid the risk, no matter the potential reward. They understand the inherent risk to operations and avoid those risks no matter what the projected ROI is. To them, avoiding risk is the goal. Risk Seeking – They want the risk; the reward is secondary. They see the risks and that is actually what they are after. The potential reward of a successful operation is just an excuse to take the risks. Risk Conscious – They balance risks and rewards. They understand the inherent risk in operations and do purposeful assessments of risks vs reward and return on investment.