top of page


Updated: Feb 8, 2021

I was recently reading a book and read the word "return" was included in a sentence but was the wrong tense of the word in context for the idea. This caught my attention immediately because for the sentence, "returned" was appropriate.

This may seem a bit petty for some, but I actually stopped and looked up the word return in the dictionary. The meaning is quite simple. The Webster's Dictionary lists return as a noun and a verb. Of course many words fit into multiple categories but return just seemed to spark many thoughts as a object and an action.

Why do we Return?

We have to determine the reasons for the returning to a place where we have been before. Does the return bring about excitement or despair? Do we stop to analyze that by returning (to whatever -person, place or thing) we are we seeking the familiar or expecting a different outcome than we experienced before?


Risk aversion is a common factor for returning to the familiar. The concept of returning to the familiar was the most compelling argument that I have experienced. There is a level of comfort, reduced anxiousness and less fear to continue with a client, partner, vendor, etc. even if the resulting service does not meet expectation. I am guilty of this practice. I find myself not wanting to risk having a bad experience; so I will rationalize why changing to another product is not a good idea.

Take the Risk

I have often had to stop and really face facts about continuing with the same company or service just because the company was the standard, or I felt I knew their brand and was too focused on other things to educate myself on alternatives. The irony of all this is that I take a lot of risks as an entrepreneur, but then when it comes to changing my brand of makeup or cellphone service provider, I find it hard to even have the discussion about change.

I want to do a study on risk someday to answer questions why some are more risk averse and others more daring.

Bracane Company is a certified minority, woman-owned organization striving for growth and sustainability. We are looking for partnerships with companies who are unafraid of working with new, innovative companies that are agile, with brilliant, committed teams dedicated to the success of your project.

Join our list of Partnerships

22 views0 comments

Recent Posts

See All



bottom of page