The advertising industry is obsessed with taking risks. If we push the boundaries, more people will talk about us. We’ll get more business. Move on to a better job. If we don’t, we’ll end up in a backwater.

That’s the common take, anyway. And for Stack’s Chief Strategy Officer James Champ, it needs to change. For the brands that need new customers, agencies have got risk the wrong way round.

We think about taking risks, but we should be thinking about reducing risks – the risks that consumers face when they’re trying something new.

So is your business taking the right kind of risk? Click here to read James’ article in full and find out.