Risks and benefits always go hand in hand. The reason that a project is full of risk is that it leads you into uncharted waters. It stretches your capability, which means that if you pull it off successfully, it’s going to drive your competition batty. The ultimate coup is to stretch your own capability to a point beyond the competition’s ability to respond. This is what gives you competitive advantage and helps you build a distinct brand in the market.

— Tom DeMarco and Tim Lister, Waltzing With Bears